La Bruja (The Witch in English) is a conceptual brand created around the idea of revealing a personal secret through design. My secret? I come from a lineage of witches. Shared through stories of curses and hauntings from my mother and grandmother in Costa Rica, I drew inspiration from these strange and unusual occurrences.

Drawing inspiration from my family history, I visualized a fictional witch and developed a comprehensive brand identity for her.

The concept treats the witch as both a service provider and 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 a sense of mystery and danger.