This project involved the marketing and branding of Saphi, a hybrid business retail that seeks to celebrate, conserve, value, and teach about South America’s indigenous culture by fairly selling traditional crafts from relevant indigenous tribes in South America. This was accomplished through extensive research into the traditional crafts of indigenous communities in South America, as well as branding, promotional and advertising strategy, and business models of related brands. The final result included a logo design, website design, App, packaging including shopping bags and packaging for retail products, subscription-based quarterly magazine, advertising campaign, social media, and cafe subsidiary.
I was born and raised in Colombia, one of the most diverse countries in South America. I have always been fascinated with the intricate crafts and fine culture of the indigenous communities in the Northern Colombian peninsula known as The Wayuus. I believe that indigenous crafts are a global heritage that is meant to be shared, embraced, and celebrated. Through my research, I learned that “we are at risk of losing important global heritage, culture, and wisdom”. This problem motivated me to explore ways to help maintain the global heritage of vital indigenous tribes, starting with South America. I believe one of the factors why there is a lack of recognition of important cultures is because there needs to be an innovative approach that bridges the beautiful heritage from the past and makes it practical and approachable for today.
BRAND GUIDELINES
Website and Mobile App
Packaging Design
Social Media
Magazine Design
Advertising Campaign
"Soul of a Craft"
Ayllu Cafe
Subsidiary
