Before defining or creating anything, we agreed with them on what they were not going to be. This meant giving up the most overused visual elements and choosing an aesthetic that would differentiate them from their competitors. That agreement ended up becoming the filter that governs all of their communication today on a visual, verbal, and attitudinal level: not to be a cheesy brand.

For the name, we evaluated six candidates against eight criteria. Oniria won, which derives from 'onírico' (oneiric/dreamlike) and evokes the dream trip made a reality. It works in both Spanish and English and does not pigeonhole the company in the honeymoon category.

The exploration phase gave us the key brand idea. The insights did not talk about destinations, they talked about fears. The fear of going on your own to a distant country, of something going wrong when there is only one wedding in a lifetime, or of the honeymoon ending up as just another task in the wedding planning. If the process is experienced as a chore, the brand's job is to turn it into the first part of the trip. Two partners designing their trip accompanied by Oniria from the very beginning. With assistance before, during, and after the trip, and a series of unique rituals that an agency rarely offers.

We designed a visual identity that combines the adventurous and the elegant with a nostalgic undertone and realistic, analogue photography with motion blur and long exposure that gives texture to the future memory—the opposite of the destination postcard that anyone can generate today. We also defined a voice and tone platform and a content plan that organises what to say, in what format, and how often. Both the brand identity and the website were built with the understanding that the catalogue could grow.