Cinco de Cinco: Crafting a Sold-Out Cigar Brand

Making a product stand out in the crowded premium cigar market is no easy task. As Joya de Nicaragua approached its 55th anniversary, we were challenged to create more than just another commemorative brand. At Madre, we saw that as an opportunity to push the brand further and elevate Joya de Nicaragua’s portfolio to new heights.

Our objective was clear: to create the most premium cigar brand in Joya de Nicaragua’s history—one that would connect deeply with their loyal community, while embodying everything Joya de Nicaragua stands for: excellence, community, and tradition.

Client

Joya de Nicaragua

Industry

Consumer Packaged Goods

Services

Design | Packaging | Strategy

Rolling Out a New Standard in Premium Cigars

Madre took on the challenge with a bold and innovative approach. We leveraged the 55th anniversary beyond a milestone and saw it as a unique opportunity to create a cigar brand that would leave a lasting legacy.

We anchored our strategy in the concept of “For Those In The Know”—a positioning that speaks directly to the inner circle of aficionados who appreciate the finer nuances of a truly exceptional cigar. This wasn’t just about making a high-end product; it was about creating a cigar that felt personal and connected to the community.

To achieve this, we proposed the idea of a collaborative cigar, crafted with input from Joya de Nicaragua’s closest friends and maestros. This approach ensured that Cinco de Cinco was more than just a cigar—it was a product of collective vision and craftsmanship, designed for those who appreciate being part of an insider’s world.

A Five Out of Five Concept

The name Cinco de Cinco, draws from the language of ratings, where “five out of five” signifies a perfect score—a symbol of excellence and high performance. This wasn’t just a name; it was a promise.

The design of Cinco de Cinco had to match the product’s premium quality. Inspired by the 55th anniversary stone and color, we chose emerald green, a color symbolizing love, wisdom, and prosperity. The wordmark subtly integrates the number “5” within the letters “i” and “n,” representing both the product’s excellence and Joya de Nicaragua’s 55-year legacy.

“The design checks all the boxes—clean, eye-catching, and thoughtful. The subtle integration of the 5 into the wordmark is a touch of brilliance.”

– Juan I. Martínez, President of Joya de Nicaragua

A Sold-Out Success

The results were exceptional. Cinco de Cinco quickly became the most talked-about cigar at the 2023 Premium Cigar Association conference. It sold out immediately upon launch, with retailers eagerly joining a waitlist to secure more. The brand has since received multiple accolades, cementing its status as a true masterpiece in the premium cigar industry.