I am thrilled to share about a project that I worked on called "Son de Aqui". It began as a brief for the annual campaign promotion for tomatoes that we had successfully executed for two years in a row, lasting for about 3-4 months. However, the project grew larger and more ambitious, as the brief changed to include promoting various local farmer products all year-round. The goal was to reinforce Caribbean Produce Exchange's commitment to bringing quality, locally sourced products to restaurants and supermarkets throughout Puerto Rico.
My role was to conceptualize and design the logo and brand campaign for "Son de Aqui". They wanted a look and feel that embodied the essence of the island, and specifically requested that the Puerto Rico flag be included in the logo. I made sure to keep the colors of the flag, along with a touch of green and designed it in a circular format with the star from our flag. I also kept in mind that the logo should feel and work like a sticker emblem or stamp that can be placed on fruits and vegetables.
The primary objective of the campaign was to showcase the local farmers and their world-class products, as well as to support educational initiatives that promote agriculture through innovative projects. The aim was to strengthen this important economic sector with the goal of expanding import substitution and guaranteeing greater food security for the future.
One of the unique features of this campaign was the creation of a seal that would distinguish the "Son de Aqui" products from those imported in supermarkets, chains, restaurants, and distribution channels. This seal would allow consumers to identify and recognize the products easily. The initiative was supported by advertising, social media, and public relations efforts to educate the market about fresh produce, local harvests, recipes, and other valuable information for consumers.
I am proud to have been a part of this project, as it aligned with my passion for promoting local agriculture and supporting local farmers. It was an exciting challenge to create a brand that would represent the essence of the island and showcase the high-quality products that Puerto Rico has to offer.
The campaign won an award for "Apoyo Al Impresario Local 2017” (Support for the local entrepreneur) awarded by the "Association of Products Made in Puerto Rico", 2017.
