Cinco Jotas set out to redefine the perception of Iberian ham by elevating it from a premium delicacy to a true luxury category, alongside products such as caviar, truffles or champagne. The challenge was not simply to refresh the brand, but to reshape the codes through which it was perceived, building an identity capable of expressing the rarity, craftsmanship and cultural value that have always defined the brand.

Our approach focused on understanding how luxury brands construct desirability beyond the product itself. We analysed the visual and symbolic codes shared by the world’s leading luxury maisons, identifying elements such as colour, heraldry, materials and storytelling as key assets to reposition Cinco Jotas. The objective was to create a coherent identity system that elevated every brand expression while remaining deeply rooted in its Andalusian origin, artisanal mastery and natural environment.

The rebrand introduced a new visual language that reinterprets Cinco Jotas through the lens of luxury. The iconic 5J signature evolved into a heraldic emblem, reinforcing the brand’s authority and timelessness. A deep blue, inspired by the atmosphere of the dehesa at night, became the foundation of the palette, contrasted with albero tones that reference the landscapes and cultural heritage of southern Spain. Across packaging, we developed a premium collection whose sculptural forms draw inspiration from cut gemstones, reflecting the transformation of each ham through time, patience and expertise. Illustrations celebrating the biodiversity of the dehesa, refined material choices and collaborations with artists completed a brand universe that positions Cinco Jotas not simply as a producer of exceptional Iberian ham, but as a contemporary luxury house built around one of Spain’s greatest gastronomic treasures.