K’ab Juun

We partnered with K’ab Juun ahead of the opening of their flagship location, right in the heart of the Meatpacking District. We worked with the brand on go to market strategy, social media strategy and design, copywriting, art direction, and retail signage, setting the stage for a successful debut in New York.

K’ab Juun is a home for contemporary Mexican art, craft, and design. A store and gallery, the brand seeks to elevate the story of Mexican craft internationally, and New York City was a natural home for the brand. With the partnership of a coterie of makers and artisans, K’ab Juun’s range embodies a living conversation between past craft tradition and contemporary design sensibility.

We crafted the brand’s content strategy, beginning with an overarching approach that emphasized the nexus of an ancient tradition of craft and contemporary tastes. Our social strategy shines a generous light on the brand’s diverse array of makers and artisans, working across Mexico. We then planned, art directed, copywrote, and managed the brand’s first three months of social media activity, working closely with the staff to ensure a smooth transition.

K’ab Juun’s physical space is a destination, designed by founder Ilana Goldberg to reflect the ethos of then brand. Retail signage was an essential part of our engagement. We made custom cards for different makers, vinyl decals, wooden product plaques, and the laser engraved brass storefront signage, produced with SALEHI / KUSHI. Each touchpoint was an opportunity to provide a material and formal reinforcement of the brand, from custom arch shaped cards mimicking the store’s architecture to the heavy, laser-engraved brass sign.