Álvarez Gómez has been in business for over a century. It is one of Spain's best-known cosmetics and fragrance brands. That is a huge asset—and at the same time, a problem.

When we were commissioned by Razonable to create Las Flores de Álvarez Gómez, a new line of single-flower scented body washes and soaps, the brief called for connecting with a younger audience without compromising the essence of Álvarez Gómez.

You don't want to be too radical and lose the trust of those who already love you, nor too conservative and risk new audiences not even noticing you.

The solution was to build from the brand’s core identity outward, not the other way around. Las Flores de Álvarez Gómez doesn’t try to look like a new brand. It is unmistakably Álvarez Gómez—the coat of arms, the calligraphy, the understated elegance—but reinterpreted with a fresh color palette, lighter packaging, and photography that speaks to a new generation.