What's the reason to design a new light with LED tecniq around the LED bulb Joule?
Excellent cost/benefit ratio. The manufacturer can easily and inexpensively produce a basic (bulb) and premium (LED) version of a lamp for different trim levels of a vehicle. Example is the Chevrolet Malibu. Or the maker can update to an LED tail/brake lamp without retooling the entire lamp assembly, because only the optical reflecting surface and the bulb seat need to be changed. Example is the Mercury Mountaineer (vs. Ford Explorer). Even if starting from scratch, it can be less expensive to design, tool, and make a single optical reflecting surface (w/Joule) rather than multiple such surfaces (w/multiple non-Joule emitters). Also, the Joule provides an easy way of having good performance with a very homogenous, smooth light distribution (rather than the "polka dot" look of multiple LED emitters). The "polka dot" look can be disguised, modified, or eliminated even with multiple emitters, but it is relatively costly and difficult to do it.
If one design a light from scratch with LED tecnology in mind, you want to use the benifits that LEDs have. Like that they can be mounted on a PCB and sealed inside the light, don't need to think of access to replace anything but the whole light
This is not necessarily an advantage (light source fails -- as some of them will -- and you're stuck replacing entire assembly rather than just the light source module. As for packaging, of course, but there are applications where there's no shortage of packaging space, so it makes no sense to spend money for a packaging advanage that won't be used.
Or that LEDs have a directed beam that you want in a rear light
No. All (real) LED vehicle lamps use optics; we are long past the days of the "shotgun" approach of an enormous number of relatively weak emitters with no or almost no optics. The directional nature of the beam from an ordinary LED emitter is neither an advantage nor a disadvantage overall vs. a lambertian (spherical) emitting light source; it is simply a difference. Linear output can be advantageous vs. lambertian output in certain kinds of optic systems, but vice versa.
It's not logical to take a directed beam light sourses and populate them so it is omnidirecional and then use a reflector to direct it again.
Perhaps in theory, but in practice it is a cost-effective, commercially-successful solution that performs well. And plus, the Joule line now includes a really good compact fog lamp and some forthcoming excellent small 14w SAE and ECE low and high beam headlamps. So where is the lack of logic?