Being UNO is everything | UNO de 50

After nearly 30 years of growth and international expansion, Uno de 50’s originality, presence, and uniqueness had started to fade. The challenge was to reclaim its distinctive personality, engaging a younger audience without alienating loyal customers. The goal was to revitalize the brand, renewing its appeal without losing its essence.

Our efforts have attracted a new audience, resulting in a 4% increase in participation in the 25-34 age segment and a 1% increase in the 18-24 age segment. This illustrates our success in associating the brand with the future and reaching previously untapped buyers, thus expanding our demographic base.

After an in-depth analysis of the brand, market, and global jewelry consumer, a strategy inspired by the brand’s untamed, instinctual, and free-spirited elements was developed. The brand’s verbal and visual identity were revitalized, creating a flexible, contemporary, and spontaneous universe reflecting the new positioning. This evolution materialized in a comprehensive relaunch campaign under the tagline “Being UNO is Everything.”
 
The brand strategy, visual universe, and tone of voice were redefined to reconnect with audiences and regain initial relevance. An integrated campaign spanned digital platforms like social media and websites, and traditional media such as press, TV, and out-of-home advertising. A CRM strategy was launched to engage brand lovers with the brand’s new spirit. The in-store image and packaging were updated to reflect the new visual identity. This multifaceted approach enabled Uno de 50 to reclaim relevance and reconnect with its audience, revitalizing its market position.
 
A new graphic line aligned with the rebranding, along with a new logo embodying the creative concept: “Being UNO is Everything.” The campaign, created and led by Spain, was broadcast in all countries where the company operates. Specific targets were defined, and the new branding message was adapted for each implemented action, ensuring an omnichannel presence that impacted both online and offline. Every action followed the new visual identity, ensuring coherence and consistency in all communications.
 
A media campaign was launched to present the new concept and brand image based on jewelry buyer behavior. A detailed plan was structured to maximize reach, generating synergies between owned, paid, and earned media. Key groups were identified on each digital platform, and content was tailored to connect with each audience. To attract younger buyers, efforts were focused on platforms like TikTok and Meta, targeting the 18-35 age group.
 
Regarding content, the craftsmanship and quality that distinguish UNOde50 were highlighted. The brand establishes an emotional connection by promoting individuality and authenticity, reflected in natural and authentic visual pieces. Consistency and coherence are key pillars, carefully applying each graphic element to convey the same essence and message. UNOde50 strives to be innovative, maintaining consistency without sacrificing creativity, using the logo as a mask for photographs.