Mia Mare: A Brand With Architecture

Edgar believed in his product. Facial ampoules and beauty capsules, made in Mexico with real care. He wanted women to discover their natural beauty.

The brand around it kept letting him down.

For four years he tried to place it. Every time something didn't work, he patched it. In his words, he kept giving it "aspirins, and aspirins, and aspirins."

The deepest problem was hiding in plain sight: the name. Glules only made sense to people who had already been told what it meant. It was hard to say. In English, it could be read as "glueless."

Edgar had tried outside help before. He got a quick questionnaire and a result that looked like brands already on the market. "They didn't work with me," he told us.

Now he wanted to launch in the United States, starting with Latina women who care about natural beauty. A fresh start, under a name nobody had heard yet.

Most companies protect the name they have. Edgar put everything on the table in our first session: "100% of the name can change."

When the moment came, he didn't flinch. "I'm grateful this name is going away," he said. "You have no idea how much it has made me suffer."

But we didn't start with the name. We started with him.

Edgar got six weeks of live sessions, not a form. Two moments changed how he saw his own brand.

Why it exists. We asked what the brand is for beyond selling. His answer became the mission: inspire Latina women to look and feel good in their natural beauty. After the session he wrote: "I had never had the chance to bounce these ideas off someone who understood them and had a passion for this."

Who she is. We built his customer until she had a name, a routine and a reason to care. His note: "I finally defined her, and I know where to find the perfect woman for this brand."

A week in, he gave his verdict: "This is the right way to create a brand. Everything comes out of here."

The name came out of the strategy, not before it.

In the first session, while we talked about how the brand should feel, the answer kept coming back to the sea. Mia Mare. "Mine, of the sea."

We test every candidate against five keys of a great name and seven capital sins. Glules failed three at once: it was descriptive, only insiders understood it, and it was hard to say. Mia Mare passed.

Then Edgar explained it to his own team better than we could. The woman this brand serves lives with joy, freedom and lightness, and the place that gives you all of that is the sea. And "Mia Mare" sounds like "mi amor," my love.

That detail became the line: el amor de tu piel. The love of your skin.

We developed it next to two other routes. Mia Mare is the one that stayed.

We built the identity from the strategy out, around a script M.

At the review, Edgar pushed back. The first version felt too playful for a beauty brand. He wanted more sophistication.

He was right, and we fixed it in the same session. We took the waves out, warmed the sun, chose more natural photography and gave the line more weight. Edgar proposed putting "the love of your skin" on the blister pack himself. It stayed.

When we presented the finished work, Edgar said the brand finally had a why and a how. A week later we walked him through every page, so he could pass it on to his marketing and sales leads.

He put the change in his own terms, comparing his old brand to the way many Mexican houses grow: "Add a little room here, another little room there. A huge house with no architecture. And here there is architecture. That's the beautiful part."

From "Huh?" to "Wow!"