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Texto en una imagen que dice: 'FOR BRANDS WHO CARE' en fondo negro con letra blanca
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Texto en la imagen que dice 'WHO CARE' en letras blancas sobre fondo negro.

Hi, we’re Glüe.

Glüe is a branding studio founded by Sara Zhan and Sindy Wang. We build thoughtful brands rooted in clarity, purpose and coherence. Through strategy, design and content, we create brands that express not only what they do, but why they exist.

We partner with ambitious businesses across industries to build brands that are clear, distinctive and built to last. Because we believe branding doesn't just communicate. It builds trust, creates connection and shapes perception.

We create brands with purpose.

Selected work across a range of industries.

  • Mujer con camiseta blanca y jeans, vista desde el lado, con brazo levantado, en un ambiente interior

    BeraMore

    [Fashion]

    Inspired by the founder's family story, we developed a complete brand identity that translates timeless elegance into a contemporary fashion brand across every customer touchpoint.

  • Dos folletos turísticos, uno con la imagen del skyline de Nueva York al atardecer y otro con la Torre Eiffel, ambos con texto que promocionan viajes a Nueva York y París.

    Auténtico Nueva York

    [Travel]

    A complete rebrand including brand strategy, visual identity and web design, creating a premium identity inspired by the founder's warmth and expertise, and the energy of New York itself.

  • Conjunto de joyería de pendientes de aro y collar de bolitas doradas en fondo gris claro.

    Miramira

    [Jewellery]

    A three-year creative partnership spanning branding, editorial photography and social media content, supporting the growth of a jewellery brand into an international franchise with more than 250 stores worldwide.

  • Imagen de una vitrina de tienda con las puertas de vidrio reflejando edificios y árboles del exterior, y un cartel rojo con diseño en negro.

    X BOWL Noodle House

    [Hospitality]

    Drawing inspiration from Xi'an's vibrant night markets and the nostalgia of 1960s China, we created the strategy, identity and content for a contemporary Chinese street food concept in the heart of Madrid.

  • Interiores de una sala moderna con librero de madera, televisión y sillón.

    LimaLimón

    [Interior Design]

    A refined visual identity, website and social media presence designed to reflect the studio's thoughtful approach to contemporary interior design.

  • Etiqueta circular con fondo de patrón de hojas en tonos beige, texto que dice "LAPOMPA" y detalles de contacto en la parte inferior.

    Lapompa

    [Fashion]

    Elegant, warm and quietly romantic, these became the foundations of a visual identity that extended naturally across the brand's website and social media.

  • Un par de gafas de sol con lentes reflectantes y un fondo de color claro, con el número 10 en el centro.

    EMUN Eyewear

    [Fashion]

    Built around the idea of creating your own world, we developed the naming and visual identity for a lifestyle eyewear brand celebrating individuality, exploration and self-expression.

  • Pantalla de un teléfono móvil mostrando la cuenta de Instagram de 'Crispy Mo', un restaurante con publicaciones, seguidores y fotos de comida y promociones.

    Crispy Mo

    [Hospitality]

    Traditional Chinese references meet contemporary European design in a visual identity created to introduce Xi'an street food to a new audience.

  • Mano con dedo indicador y medio en forma de señal enmarcada en reflejo en agua con superficie de mármol, con texto 'Thyora' en el centro.

    Thyora

    [Jewellery]

    Naming and logo design for a fine jewellery brand inspired by Ancient Greek mythology, creating a visual identity that feels timeless, mysterious and quietly luxurious.

  • Hamburguesa con carne, queso y pan, acompañada de papas fritas.

    VIB3S Burgers

    [Hospitality]

    Brand identity for a burger restaurant founded by three friends, translating their playful personalities into a bold, energetic visual language.

How can we help?

We're with you at every stage of your brand's development, from initial strategy to final execution.

We define the essence and direction of every brand. By translating vision and values into a clear strategic foundation, we create the framework that guides every creative decision.

  • Brand Concept

  • Naming

  • Storytelling

  • Brand Values

  • Tagline

  • Brand Personality

  • Tone of Voice

→ BRAND STRATEGY

We give shape to your brand through its visual language. We create identity systems that reflect its character and communicate its personality with clarity and consistency.

  • Logo Design

  • Typography

  • Colour Palette

  • Graphic Elements

  • Art Direction

  • Brand Identity System

  • Brand Guidelines

→ VISUAL IDENTITY

We bring brands to life across every touchpoint, translating strategy into creative direction and content that builds meaningful connections.

  • Social Media (Visual Strategy)

  • Content Creation (Photography & Video)

  • Social Media Templates

  • Creative Direction & Production

  • Website Design

  • Marketing Collateral

  • Packaging

→ BRAND EXPRESSION

Our Process

Discover

Every project begins with listening. We immerse ourselves in the business, uncover opportunities and identify the insights that will shape the work ahead.

01

Define

Together, we define a clear strategic direction, creating the foundation that guides every creative decision and keeps the brand focused as it grows.

02

Build

We bring strategy to life across every touchpoint, creating cohesive identities, content and experiences that work together as one connected brand.

03

Refine

We refine every detail until the work feels clear, intentional and ready to perform consistently across every brand touchpoint.

04

FAQ

  • We work across a wide range of budgets. Rather than competing on price, we focus on delivering thoughtful work that's built to last.

  • Every project is different, but most branding projects take between one and three months, depending on their scope and complexity.

  • Yes, but rarely on its own. We believe the strongest logos are the result of a clear strategy, not the starting point. If you're looking to build a considered, long-term brand, we'd love to help.

  • A strong brand creates clarity, consistency and recognition. It helps people understand who you are, what you stand for and why they should choose you. Not just today, but as your business grows.

  • Yes. We create photography, video and social content tailored to your brand identity and business goals. Every proposal is customised to your needs.

  • Every project begins with understanding your business, your audience and your ambitions. Through research, close collaboration and regular feedback, we ensure every decision, from strategy to execution, reflects your brand authentically.

  • Item dWe work with businesses that believe brand is more than aesthetics. Whether you're launching something new or evolving an existing business, we help clarify what makes your brand distinctive and communicate it with confidence.escription

  • Every project begins with understanding your business, audience and ambitions. Through close collaboration and regular feedback, we ensure every decision reflects your brand authentically.

  • You don't need to have everything figured out. A clear idea of your goals, challenges or ambitions is usually enough to get started. We'll guide you through the rest together.

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