CATEGORY: Retail + Comunicación Corporativa

CREATIVE STRATEGY:

Naming

Branding

Online Presence (Website and Social Networks)

BEFORE 

The population of Tuchín, in Córdoba, is an indigenous community largely dedicated to the production of artisanal pieces, among which the well-known "Sombrero Vueltiao" stands out. However, they face the challenge of selling their products to intermediaries who do not appreciate the effort behind each piece and who appropriate a considerable percentage of the profits generated by their work. 

AFTER

In collaboration with the Oleducto de Colombia Foundation and i2 Marketing, we carried out comprehensive work together with the community through workshops employing various methodologies. Young people, adults, and the elderly participated in these workshops in the process of building the brand. The objective of the project was to create a brand that would unify the different associations of artisans dedicated to the production of crafts in "caña flecha" (arrow cane). We designed a brand with a designation of origin aimed at buyers worldwide. After exploring the various patterns used in the crafts and conducting a vote in the community, the mojarra (a type of fish) was selected as a common element among all the communities.
The color palette reflects the main natural shades used in the manufacturing of the crafts. We developed several brand applications geared towards sales in both physical and virtual channels. Additionally, we created a brand manual that includes different design templates for social media, which are now managed directly by the community.
We also created a fully functional e-commerce platform, which helped transform the crafts business in Tuchín, shifting from exclusively B2B to also including the B2C model. Finally, we produced a series of videos showcasing the crafting process of the artisanal pieces, with the aim of highlighting the arduous work involved in each of these pieces and bringing visibility to the various communities that are part of the region.
Versión resumida (web)