Carrera y Carrera Brand Book

Reframing a historic Spanish jewelry house through a contemporary visual system designed for both heritage and digital communication.

With roots dating back to 1885 in Madrid, Carrera y Carrera carries more than a century of Spanish jewelry tradition. Its identity has always been closely connected with craftsmanship, sculptural forms, and an unmistakable sense of luxury.

The challenge was not to replace that heritage with something new, but to give it a clearer visual structure, one capable of preserving the character of the house while making the brand more consistent, flexible, and relevant across contemporary communication channels.

From Heritage to a Contemporary Visual Language

For the brand book, we brought together two seemingly different qualities: the classical character of a historic jewelry house and the restraint of a contemporary, minimal visual system.

Typography, color, logo applications, composition, and graphic elements were structured into a unified identity system. The deep burgundy, warm neutrals, graphite, and metallic accents create a visual language that retains the sense of luxury associated with Carrera y Carrera, without relying on excessive ornamentation.

The result is deliberately restrained. The heritage remains visible, but it no longer has to dictate every visual decision.

A contemporary brand identity has to exist in considerably more places than stationery, packaging, and physical boutiques. The Carrera y Carrera brand book therefore considered how the identity could translate into digital interfaces, social media, mobile devices, branded content, and future digital products.

This meant defining not only how the logo should look, but how the entire visual language should behave when it moves between different formats and scales. The system was designed to be flexible enough to preserve recognition while allowing the brand to evolve.

Preserving the Character of the House

For a jewelry brand with such a long history, modernization cannot mean simply making everything cleaner or more minimal. The goal was to create a visual system where heritage and contemporary design could coexist without competing with one another.

Carrera y Carrera's history remains part of the identity. The difference is that it now has a clearer framework through which that history can continue into new media and new forms of communication.

See how we approach brand identity work for heritage brands entering new communication channels in our Brand Identity Design service, and explore a related case in SHTAYER Brand Identity 2026.