Secretos de la Abuela Brand Strategy · Creative Direction · Digital Marketing · E-commerce
Honoring Heritage. Reimagining Beauty.
A brand experience rooted in tradition, reimagined for the modern beauty consumer.
Transforming a heritage-inspired Mexican beauty brand into a contemporary visual and digital experience, where tradition, self-care, and commercial strategy come together.
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Defining a contemporary brand expression rooted in heritage, natural care, and everyday wellness.
The strategic direction focused on translating the brand's traditional character into a clearer, more consistent identity, aligned with the expectations of today's beauty consumers.
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Creating a distinctive visual language through product photography, art direction, packaging, color, and editorial storytelling.
A warm, botanical aesthetic was developed to connect the brand's heritage with contemporary beauty codes while maintaining consistency across its visual applications.
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Developing a cohesive content ecosystem designed to inspire, educate, and connect with beauty consumers.
The approach integrates editorial imagery, product storytelling, educational content, and seasonal campaigns, creating a recognizable brand presence across social platforms.
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Connecting creative direction with commercial objectives through a consistent digital shopping experience.
The project encompasses Shopify storefront presentation, product page optimization, marketplace content, and channel-specific visual adaptations for Amazon, Mercado Libre, and TikTok Shop, with a focus on product discovery, customer experience, and conversion opportunities.
