Joys - Retail

The Melon

JOYS – Jewelry for the New Era

Our clients approached us with a budding jewelry brand, JOYS, and a clear request: redesign the interior of their first shop in Madrid and refresh their visual identity. But we didn’t just tweak things — we took a lateral somersault and delivered the full branding, naming, visual identity, and verbal universe, creating a jewelry brand designed to empower the next generation.

What We Cracked

The challenge was clear: turn a traditional jewelry sector upside down and create a brand that could become a true love brand for young audiences.

From market analysis to trend research, we validated our initial hunch: the jewelry market was static, elitist, and ignoring the desires of a new generation. Young people no longer see jewelry as elegant or status-driven — they want individuality, self-expression, and style.

We developed a strategy that positioned JOYS as “jewelry for the new era”, with a bold visual and verbal identity that speaks the language of youth, rebellion, and contemporary culture.

The Juice

We embraced the energy of street culture and trap aesthetics to craft a brand that is fresh, powerful, and free:

• Typography: A compact, padded version of Monument Extended with central sparkles, paired with Hatton for secondary text.
• Color palette: Bold, evolving, reflecting a dynamic audience.
• Visual universe: Fine lines reminiscent of gold pawn shop grates, black-and-white photography with street attitude, highlighting jewelry in color.
• Brand voice: Playful, irreverent, and empowering — designed to resonate with young, style-conscious consumers.

Every detail — from the logo to the photos to the copy — reinforces JOYS as a disruptive, relevant, and aspirational jewelry brand.

The Flavor

The interior design of JOYS is just as provocative and unexpected as the brand itself.

Inspired by the everyday vibe of trap music videos, we created a jewelry-bathroom hybrid:

• A central tiled bath display topped with a hanging mirror on a rapper-style chain.
• Acrylic totems containing rubber ducks and brand lettering sparkles.
• Silver upholstery on the ceiling and shop window for continuity with the logo.
• Custom purple tiles for the floor, Homapal gold diamonds and ingots on the walls, and a gold-pawn-style grate as a nod to Madrid’s Chinatown, Usera.

The result is an immersive, bling-heavy environment, completely disruptive for jewelry retail — but entirely coherent with JOYS’ identity.

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Cooked up at WANNA, our former studio.