Salento Organics
Branding, Food, Packaging & Photography
A combination of exotic, natural fruits with the sweet, simple, tasty dark chocolate.
Salento Organics Salento is a one-of-a-kind town, located in Quindío, Colombia, a region famous for its vast valleys, rare bird species, and high quality coffee. Those lucky enough to experience the town for themselves, would immediately notice the houses, a multi chromatic feast to the eye, shining brightly in the Andean sun.
Although there’s not much to do in town, it sure doesn’t seem like there needs to be; a peaceful stroll through the colored streets is enough to feel at peace. Exit town, head eastward, and you’ll find yourself in Cocora Valley, home of enormous palm trees popping up from the ground, as far as the eye can see. These places are truly a natural wonder and two must-visits for the Colombian experience. They’re also the starting point for the Salento Organics brand, makers of Fair Trade, healthy fruit based snacks.
The owners of Salento Organics (SO from now on) got to us in search of a voice and a face. Initially, the brand was a rather simple one, with a logo and a purely functional label to its name (the logo, product name, barcode and nutritional info piled on a sticker). They told us about their origins, their love for natural ingredients and processes, their mission to help local farmers have dignified lives and jobs; and we couldn’t help feeling especially responsible for this project’s success. It’s always nice to start a new project, it’s especially nice when the project we work on has a real, positive effect on people who don’t have as much as we do.
We started by examining what SO already had: an institutional-looking logo on a sticker. On one side, the logo felt way too serious for a brand that wanted to talk about natural ingredients and fair trade products from exotic lands. It was also full of elements, making it noisy and convoluted, without any reduction power. On the other hand, the packaging was practically non-existent: logo and legal texts were piled on an adhesive label placed on the doypack.
The brand was in dire need of intervention. In honor of the town where it all began, we wanted to be explosive with SO’s colors, and a glance at the competition confirmed us that a colorful brand was the way to go. Also, the numerous amount of fruits used to make the chocolate clusters and bites were a clear invitation to use vivid and exotic color combinations. It would make both the brand, packaging, and other graphic pieces talk about both the product category and place of origin at the same time.
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Ron Libertad
Branding, Food, Packaging & Photography
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