Built on trust.
Ready for what’s next.

For more than 65 years and across three generations, Yturria built its reputation on trust, care, and strong family values. The opportunity was to carry that equity forward—creating a brand capable of feeling more contemporary and relevant without losing the closeness and confidence that had defined it for decades.

The Challenge

The strongest legacy brands cannot simply leave their past behind—their history is part of the value people trust them for.

After more than 65 years and three generations of family leadership, Yturria needed to evolve its identity for a new stage of the business. The challenge was not to replace tradition with modernity, but to find the right balance between both.

The brand needed to feel more contemporary, distinctive, and relevant while preserving the human qualities behind its reputation: trust, protection, integrity, and the sense of closeness that comes from a business built around long-term relationships.

Strategic & Creative
Response

I approached the rebrand as an exercise in evolution rather than reinvention—using the idea of protection and connection to bridge Yturria’s family legacy with a more contemporary expression.

The logo was redrawn through softer, more fluid forms, abstracting the collaborative nature of the Yturria family into a mark that feels less institutional and more human. Its enclosing gestures reinforce a deeper idea of protection: keeping what matters close and creating a visual sense of trust, continuity, and care.

That same tension shaped the wider system. A richer color palette balances the authority expected from an established business with warmer tones that reveal the family behind it, while rounded typography softens the corporate voice and makes communication feel more open and approachable.

Protective, enveloping textures extend this idea beyond the logo, creating graphic spaces that suggest shelter, closeness, and security. Across physical and digital touchpoints, these elements work together to make Yturria feel both enduring and contemporary—a brand that protects the values built over generations while giving them a new expression for the future.