El Huerto - Visual identity

2021

Context:
I developed the visual identity for El Huerto, an agricultural company specializing in producing, marketing, and exporting fresh vegetables for both national and international markets.

Objective:
The goal was to refresh the brand with a modern, professional identity that communicates El Huerto’s commitment to quality, sustainability, and future growth in the global market.

Role:
Lead Designer. I oversaw the entire branding process, from conceptualization to final execution, including designing the logo, establishing the color palette, and setting typography guidelines for consistent branding across all platforms.

Process:
The project began with in-depth research into agricultural branding trends and the client’s aspirations for expanding their business. I aimed to reflect the company’s values of growth and sustainability by using organic, natural shapes in the logo. Several logo variations were tested to ensure that the final design balanced modernity with the brand’s traditional roots. The design features plant leaves that double as crop rows, symbolizing growth and cultivation, with a warm, inviting sun to convey the nurturing aspect of agriculture. A Serif typeface was chosen to evoke stability and trust, aligning with the brand’s aspirations of supplying major clients like La Huerta and Verde Valle.

More about the Concept and Inspiration:
The branding needed to tell the story of El Huerto’s journey from local supplier to global exporter. Their existing distribution model was focused locally, but the goal was to position the company as a trusted provider of fresh vegetables to larger clients and eventually break into international markets. I approached this challenge by developing a logo and visual identity that felt both professional and approachable, with an emphasis on simplicity and memorability. The logo's adaptability ensures that it can be used effectively across various applications, from business cards to packaging and digital platforms, making it versatile as the company grows.

Outcome:
The new branding has helped El Huerto build a more recognizable identity in the national market, laying the foundation for future international expansion. The refreshed design positions the company as a forward-thinking and a reliable brand.