Revamping a 130 years old jewelry brand is a huge challenge. We preserved the original logotype with some minor adjustments and we chose a more feminine, modern and fresh color palette to attract a younger target without losing the brand's essence and expertise. For the same reason, we softened neutral colors, transforming black into a carbon dark grey color, which conceptually is the essence of a diamond. We also worked on the brand's new tone of communication and language, closer, emotional and more optimistic, also reflected on the new photography style. A whole makeover maintaining the origin and story of Durán Joyeros. See the website online here developed with love by Tooltyp.