(Full studio service)

Sa Dutxeta

Sa Dutxeta · Branding · 2025–2026

A year with Sa Dutxeta, from the logo to the opening of their showroom.

Client
Sa Dutxeta
Sector
Interior design and bespoke furniture
Role
Full studio service
Duration
1 year
Method
ODDLOOP
Web
sadutxeta.com
  • Logo
  • Iconography
  • Branding
  • Social
  • Event
  • Photography
  • Web
  • Stationery
  • Art direction

The challenge

An outdated, inconsistent image and a logo that was far too complex.

The solution

We simplified the logo, created their iconography and carried one identity across every touchpoint.

The result

A recognisable brand, from Instagram to the door of Sa Casa.

ODDLOOP

12 months en ciclos

We work in cycles, like the moon: each round ends by listening, and the next one starts by researching what we heard.

  1. 01Research

    Understand the business, the sector and who Sa Dutxeta talks to before drawing anything.

  2. 02Conceptualise

    Turn what we learned into a clear idea that decides what goes in and what stays out.

  3. 03Design

    Bring that idea to real pieces: logo, palette, photography, posts and website.

  4. 04Listen

    Put it in front of the client and their audience, and gather what works and what doesn't.

And back to the start: for twelve months, every round of feedback opened up new research.

(01)

Identity

The same name, easier to read.

The old logo was too complex to read at small sizes. We simplified it without losing what it was and, around it, we built what was missing: its own palette, two typefaces and an icon for each line of work.

Deliverables Redesigned logo and versions · Iconography · Palette and typefaces · Tone of voice · Stationery: cards, folder, trifold and dossier

BeforeAfter

Six colours with names of their own, taken from the Mediterranean: linen, stone, embers, laurel, sea and clay.

  • LlinosaSerenity#E6E5DA
  • MarèsMemory#66584A
  • BraiseHalf-light#2B292A
  • LlorerFreshness#525439
  • ColòniaRitual#1D323E
  • TerracotaEarthy#5B2C21

Headings

Libre Bodoni

Diseño con alma para hogares que se viven

Weights
Regular, Medium and Bold
Use
Headings in capitals, with key words in italics. Never at small sizes.

Text

Inter Tight

Proyectos de interior y mobiliario a medida

Weights
Light, Regular and Medium
Use
Body text, navigation and contact details. It's the only one used on the cards.
  • Furniture
  • Lighting
  • Kitchens
  • Bathrooms
  • Flooring
  • Materials
  • Showroom
  • Training
Black business card with the Sa Dutxeta logo set vertically, on samples of marble, stone and terrazzo
Business cards
Back of the business card with name, role, contact details and QR code, on stone samples
Back of the card
Black corporate folder printed in white: outside with the claim and a quote, inside with a pocket, front and back cover
Corporate folder
Sa Dutxeta's corporate trifold opened on its outer side, on a dark background
Trifold, outside
Corporate trifold unfolded on its inner side, showing Sa Dutxeta's three showrooms
Trifold, inside
Open dossier with headings in Libre Bodoni and an interior photograph
Corporate dossier
A guest leafs through the Sa Dutxeta dossier during the opening of Sa Casa
The dossier, in a guest's hands
Canvas bag hanging from a chair with Sa Dutxeta's claim and iconography
Tote bag with the iconography
Canvas bag with the claim Interior design with soul for homes that are lived in
Tote bag with the claim

(02)

Photography

Showing the projects the way they're lived.

Jota photographed four of their projects in warm, natural light, in keeping with the identity.

Deliverables Interior photography · Team portrait

Casa 1906 · Sóller

Beams, stone and natural fibre in a house from 1906.

Kitchen with a pale stone island and black stools under a wooden beamed ceiling
Dining area by an iron-framed window, with woven fibre chairs and a dark round table

Pinar

Low light on wood, linen and bouclé.

White bouclé armchair and pouf in front of a pale wood shelving unit
Backlit bouclé armchair next to a side table and a window looking out to the pool

Llucmajor

Kitchen and bathrooms in pale stone, with the pool beyond.

Kitchen with a stone and wood island, and the pool beyond the large window
Pool edge with crystal-clear water on pale stone paving

The ceramics shop

The Sa Dutxeta team, among samples and materials.

Corten steel façade of Sa Dutxeta's ceramics shop, with the sign in white
A hand pulls a ceramic sample from a display stand

(03)

Instagram

A visual line of its own in every post.

With the identity and the photo archive ready, Instagram became the daily shop window: highlights by category, custom templates and a claim that goes with everything, "Design with soul for homes that are lived in".

Deliverables Communication strategy · Templates and visual line

Phone showing Sa Dutxeta's Instagram profile: highlights by category and a grid of posts sharing the same visual line
The feed
Phone showing a Sa Dutxeta post: the team in the Sa Casa living room with the claim Design with soul for homes that are lived in
A post

(04)

Sa Casa

The brand, at the showroom door.

The year ended with the opening of Sa Casa, Sa Dutxeta's new living showroom. We designed the invitation and organised the opening with María Palou.

Deliverables Invitation · Opening event organisation · Event photography

The evening of the opening
Invitation to the Sa Casa Showroom opening resting against a ring-shaped ceramic vase
Invitation to the opening
Two guests leaf through a book on the showroom shelves during the opening
Guests at Sa Casa
  • Façade of Sa Casa Living Showroom on the evening of the opening, with guests on the terrace
  • The Sa Dutxeta team together in the showroom living room
  • Two hosts chat by the living room sofa, under the woven fibre lamps
  • The showroom kitchen under the lit arch, ready for the opening
  • Guests around the catering table in the living room
  • Guests raising a toast during the opening
  • Mallorca Living book on a wooden table next to a lamp
  • Bowl of oranges, one of the details of the event
  • Four people pose under the showroom's arched shelving
01 / 09

(05)

Web

Everything above, in one place.

We designed it so people can browse the projects, find the right showroom and book an appointment without hunting around.

Deliverables UX/UI research · Web design and development · SEO · English version

  • UX/UI

    A study of their needs and their audience.

  • WordPress

    Breakdance and custom code. Editable without touching the design.

  • SEO

    Titles, sitemap and structured data.

  • 15 → 3 MB

    What each project page weighs now.

  • ES · EN

    Full English version, proofread.

  • Journal

    Projects and events told in articles.

Home page of sadutxeta.com on desktop
Home page of sadutxeta.com on mobile

Scroll inside each screen

View live website ↗

“We're really happy with the result and, above all, that the ODDEYE team was with us all the way through Sa Casa: the social media, the books, the photography and every detail of the opening.”

Javier Aragón, Sa Dutxeta

Team and credits

ServiceLeadSupport
Logo and iconography redesignOdei Siruela—
Branding and brand voiceJota ReyesOdei Siruela
Social media communication strategyJota Reyes—
Event organisationJota ReyesMaría PalouOddity
Interior photographyJota Reyes—
Web designOdei Siruela—
Corporate stationeryJota ReyesOdei Siruela
Art directionJota Reyes—

Shall we talk?

Tell us about your project.

It could be a brand, a website, photos or all of it at once. We'll listen and tell you how we'd go about it.

Write to usWhatsApp +34 641 30 90 31