Location:
SWITZERLAND
Client:
Las chetas
INDUSTRY:
Jewellery
PROJECT:
BRANDING & CONSULTING
The Challenge
Mercedes Leisibach approached OctupusLab with a bold and heartfelt idea: to create a jewellery brand where a percentage of each sale is donated to foundations supporting children with cancer, chronic illness, or urgent medical needs.
The challenge was to transform this vision into a brand with a strong, modern and engaging identity. It wasn’t only about creating a logo — it was about building a world that communicates joy, empathy and fashion with a cause.
Discovery & alignment
We began the project with a discovery call, where Mercedes shared her ambitions and long-term vision for Las Chetas.
Together, we explored how to shape this dream into a brand that could balance style with purpose. These early conversations became the foundation for every creative decision, ensuring that the identity was not only visually striking, but also authentic and aligned with her mission.
Exploring the mood
Before moving into design, we developed two contrasting moodboards to define the creative direction:
A softer, pastel-inspired palette, with delicate contrasts and a calm, understated feel.
A bold, high-energy palette, with vibrant colour clashes, playful textures and confident contrasts.
Mercedes chose the second option, describing it as the one that truly captured the life, energy and modern spirit she wanted for Las Chetas. This direction became the cornerstone of the brand’s DNA: unapologetically colourful, confident, and designed to stand out.
Our approach
Strategy & brand DNA
We defined five guiding concepts to serve as the creative compass:
- Colourful
- Caring
- Confident
- Joyful
- Modern
Visual identity
A custom logotype, redrawn from a type family, was designed to give the brand a distinctive, bold and feminine character.
A vibrant colour palette — with bright yellows, vivid pinks, fresh aqua tones and soft lilacs — captured the essence of life, empathy and playfulness.
Supporting typography (Gilroy) was chosen for its clarity and contemporary feel, creating consistency across platforms.
Patterns and graphic resources were developed to extend the identity into packaging, labels and merchandising.
Social media presence
Since Las Chetas was preparing to launch, Instagram became the primary channel to introduce the brand to its community.
- We designed Canva templates (static posts, animated formats and stories).
- We crafted copywriting aligned with the brand’s optimistic, empathetic voice.
- A publishing strategy was created, balancing product showcases, lifestyle, testimonials and purpose-driven content.
- We provided art direction guidance for product and lifestyle photography.
- Discover the brand live on Instagram: @las___chetas
Voice & messaging
To reinforce the emotional connection, we created slogans that could live across multiple touchpoints:
“Brilla con causa” (Shine with purpose).
“Have a colourful life.”
“Live in colour. Shine with purpose.”
The outcome
Strategy & brand DNA
We defined five guiding concepts to serve as the creative compass:
- Colourful
- Caring
- Confident
- Joyful
- Modern
Visual identity
A custom logotype, redrawn from a type family, was designed to give the brand a distinctive, bold and feminine character.
A vibrant colour palette — with bright yellows, vivid pinks, fresh aqua tones and soft lilacs — captured the essence of life, empathy and playfulness.
Supporting typography (Gilroy) was chosen for its clarity and contemporary feel, creating consistency across platforms.
Patterns and graphic resources were developed to extend the identity into packaging, labels and merchandising.
Social media presence
Since Las Chetas was preparing to launch, Instagram became the primary channel to introduce the brand to its community.
- We designed Canva templates (static posts, animated formats and stories).
- We crafted copywriting aligned with the brand’s optimistic, empathetic voice.
- A publishing strategy was created, balancing product showcases, lifestyle, testimonials and purpose-driven content.
- We provided art direction guidance for product and lifestyle photography.
Voice & messaging
To reinforce the emotional connection, we created slogans that could live across multiple touchpoints:
“Brilla con causa” (Shine with purpose).
“Have a colourful life.”
“Live in colour. Shine with purpose.”
Conclusion
At OctupusLab, we believe that brands with purpose have the power to transform realities.
With Las Chetas, we partnered with Mercedes to transform an idea born from empathy into a brand ready to inspire, sell and support.
Because at the end of the day, it’s not just fashion.
It’s about shining with purpose.
