Hernández Jiménez has spent over a century doing things with the same respect for time and raw materials that defines its origins in Guijuelo. Its way of understanding Iberian ham remained intact, but the context had changed. The arrival of large industrial players had raised the bar across the category, making many brands sound increasingly alike. That’s where the challenge became clear. At a moment when the brand was starting to expand and show up in new spaces, that slower, more artisanal way of doing things needed to be clearly understood from the outside. There was history, there was craft, and there was a very defined way of working, but it wasn’t coming through. Our work began by bringing order to that. Understanding the context and deciding where the brand should speak from. The key was finding a distinctive place within a fairly homogeneous category.