La Bruja is a conceptual brand I developed during my Master’s program, created around the idea of revealing a personal secret through design. My secret is that I come from a lineage of witches—stories passed down from my mother and grandmother in Costa Rica about strange phenomena, curses, and hauntings. Drawing inspiration from this heritage, I envisioned a fictional witch, named after the bruja who cursed my family generations ago, and developed a comprehensive brand identity for her.

The concept treats the witch as both a service provider—offering hauntings and curses—and as a business selling dark, magical products, such as poisoned apple tea and a cursed spell tome. I developed the branding with a grungy, edgy, and illustrative aesthetic that embodies mystery and danger.

The final deliverables included a comprehensive branding kit featuring logos, patterns, and textures, as well as packaging, a book jacket, an advertisement, and a stationery set.