Branding a Masterpiece

We designed a graphic numeronym for the wordmark to parallel the visual concept of the commemorative brands of the ‘Obras Maestras’ family, where we changed letters for numbers to reinforce their meaning.

The distinctive blue and white are a nod to Nicaragua’s flag. At the same time, the beautiful gold foil touches add a regal quality that befits this masterpiece. Gold and blue are also associated with high quality and exclusivity. Blue ribbons and gold medals are awarded to first-place winners in competitive endeavors, and in consumer goods, a blue label is a symbol of luxury.

A Taste of Diplomatic Privilege

We developed and executed an integrated communications strategy to introduce the product to those looking for an ultra-premium experience. In addition, it was essential to communicate the exclusivity of Número Uno, as production would be limited and would only be sold in selected retailers. To achieve this, we articulated a powerful big idea: A Taste of Diplomatic Privilege.

Guided by this claim, we communicated the value of enjoying a top-ranked, exclusive, diplomat lifestyle experience. Literally.

The Most Awarded Joya de Nicaragua Cigar

Número Uno was named the Top Cigar of 2018 by halfwheel, a renowned industry critic, and it didn’t stop there. This gem has more awards than any other Joya de Nicaragua Cigar, becoming the top cigar in 2019. More recently, it earned the sixth spot in Cigar Aficionado’s Top 25 list of 2020 with a 95-point rating.

“The new brands that Madre has helped us create now account for 41% of sales of our product portfolio.”

Daniel Barrios
Chief Commercial Officer at Joya de Nicaragua Cigars