Branding

Branding for new concepts and openings

We build brands ready to enter the market with a differentiated proposition: gyms, hospitality, retail, restaurants, wellness, startups and other new businesses.

Since 2015

An idea born in Kyoto, built in Madrid

In 2015, during a trip to Kyoto, Javier Manzano and Juan Gutiérrez discovered something in the Zen rock gardens that changed how they thought about software: every stone, every raked line of sand, every empty space was placed with intention. Nothing was superfluous. That was the seed of Soamee.

The name honours Sōami (相阿弥, 1455–1525), painter, poet and landscape architect who served shōgun Ashikaga Yoshimasa. Sōami designed gardens where every element had a purpose: nothing decorative, everything functional, beauty emerging from order. That is exactly how we write software: clean code, purposeful architecture, no unnecessary complexity. (We almost called it Tataki — the Japanese cut that demands millimetre precision with every pass of the knife. Another perfect metaphor for how we work.)

"Artisanal software since 2015: every line of code placed with the same intention as a stone in a Zen garden."

Case study

Our brand as a case study

Identidad de marca

We have documented every decision behind our own brand identity: colour palette, typography, visual motifs, design system and real applications.

Explore our brand

Want something like this for your brand?

We apply the same rigour and attention to detail to every branding project. Your brand deserves a complete visual system, not just a logo.

Complete and coherent visual identity
Scalable design system
Documented brand guide
Real applications from day one

Let’s talk about your brand

Brand portfolio

Identities we have imagined

Branding concepts that showcase our ability to adapt to different industries and brand personalities.

Cosmetics

Lumière Naturelle

Cormorant Garamond + Inter

Organic elegance for a premium natural cosmetics brand.

#2D1B4E

#D4A373

#F5E6D3

#1A1A2E

#E8D5C4

Premium gym

FitCore

Bebas Neue + Space Grotesk

Strength and precision for a high-performance gym chain.

#0D0D0D

#FF4D4D

#FFFFFF

#1A1A1A

#FF6B6B

Restaurant

Nuvola

Playfair Display + DM Sans

Mediterranean warmth for a contemporary restaurant concept.

#1B3A4B

#F2E8CF

#E07A5F

#3D405B

#F4F1DE

Wellness startup

Verda

Cabinet Grotesk + Plus Jakarta Sans

Freshness and balance for a digital wellness platform.

#0B3D2E

#A8E6CF

#DCEDC8

#1B5E3B

#F0FFF0

Branding process

From idea to a complete brand

A structured five-phase process that transforms your vision into a brand system ready to operate.

Diagnosis

We analyse your business, competition, audience and context to build a solid foundation.

Strategy

We define positioning, personality, value proposition and brand territory.

Design

We create the verbal and visual identity: naming, logo, palette, typography and graphic language.

System

We build the brand system: guidelines, components, templates and application rules.

Launch

We prepare files, train the team and support the first market applications.

Strategy

We make brand decisions based on a rigorous understanding of the business and its context.

✓Diagnosis
✓Research
✓Local market
✓Benchmarking
✓Trends
✓Segmentation
✓Positioning
✓Value proposition
✓Brand architecture
✓Launch strategy

Identity

We turn strategy into a distinctive, coherent system that is ready to operate.

✓Naming, where appropriate
✓Verbal identity
✓Messaging
✓Visual identity
✓Art direction
✓Brand system
✓Guidelines
✓Digital and physical applications

Branding briefs

Briefs we can help you with

Anonymous, illustrative project types only; they do not represent clients or actual engagements.

"Launch of a premium gym on the Costa del Sol"

"Creation of a hospitality brand for a new urban destination"

"Repositioning a restaurant concept before opening"

"Identity for a wellness startup entering the market"

"Brand system for a new retail proposition"

Tell us about your concept

We align strategy, identity and launch so your brand enters the market with clarity and character.

Tell us about your concept →