Delpueblo
Task
To come up with a business model, visual identity and packaging that brings Delpueblo and it’s values to the spotlight.
For this project, our task was to not only redesign the complete visual identity and branding for this nonprofit but also to formulate a new and modernized sales strategy. We introduced two different subscription methods that benefit not only the organization, but the producers, the planet, and the customers alike. With our help, Delpueblo is now set to conquer the European market and beyond!
In response to the gradual decline of Oliete, a small rural village in northeastern Spain, a group of friends founded Apadrinaunolivo (‘adopt an olive tree’ in Spanish), a non-profit initiative where people could adopt and take care of the centenary olive tree of their choice for 50 euros a year. Quite unexpectedly, this sparked a big, supportive community, generated new jobs, and offered hope for Oliete’s future.
As the initiative expanded, they ventured into selling surplus oil and preserved vegetables (also in extra virgin olive oil!) through a humble e-commerce: Mi Olivo. However, lacking a cohesive strategy, their visual identity and brand became disorganized. When preparing to enter the Portuguese market, they reached out to us for help.
Their internal structure, sales strategy, and visual identity were chaotic, hindering the project’s growth. Our mission was to create a new sales strategy and solid branding for the various sub-brands.
After extensive surveys and research, we consolidated these brands into one: Delpueblo. We also gave it a radical new look while dispelling worn-down stereotypes associated with rural life. The sales strategy was also expanded, creating a membership system that would make the brand flourish.
1
Select the crops you want to subscribe to
2
Choose the frequency and quantity
3
You will get regular updates on the progress
4
Once the harvest it’s ready it will be shipped!
The old identity didn’t capture the care, love and radical ideas behind the initiative. To solve that, we crafted a modern image using brush strokes to represent handmade work. and in contrast with a minimal font and logotype, create a nice balance that’s memorable and iconic. In addition, a soft and neutral color palette representing each of the seasons contrasts with a bold reddish orange that’s meant to express their innovative approach and radical ideas. Finally, to add life to the brand we developed a series of animated icons and handmade illustrations that make their digital spaces, such as their website and social media, more playful.
The accent color is strong, with personality, and is far from those used by other brands in the sector. The secondary tones will be used not so much as a specific accent, but rather on larger surfaces and as a highlight for each season.
Cooper is a friendly typeface, which reflects things made with love and with a retro touch that reminds us of tradition and traditional products. As a counterpoint, the secondary typography, more serious and forceful, reflects the social responsibility and professionalism of the brand.
As part of the new sales strategy, we also developed two memberships, each offering advantages over their traditional e-commerce. One is flexible, allowing users to choose products, frequency, and quantity. The other provides four fixed deliveries per year, aligning with the seasons and emphasizing harmony with nature and the rural world. This approach directly supports farmers and keeps consumers informed about the project’s development.
E-commerce will be the main entry point for many customers. Therefore, our goal was to keep it but still improve the user experience, making it more beautiful, but also easier to use. Giving information to their customers and full transparency was key for Delpueblo, so we designed a modular system that could hold all of this information, as well as many high-quality pictures of the products and the packaging.