Context
This project was carried out in collaboration with USAID’s Páramos y Bosques program, which supports the Colombian government in the gradual implementation of policies and strategies that align economic growth with environmental management in a post-conflict scenario.
In this case, the support was directed toward an entrepreneurial initiative by the Association of Producers, Processors, and Marketers of Chinese Yam in Bajo Calima (Asochip). This association consists of 104 members, with women as the primary leaders, who have been dedicated to the cultivation, production, and processing of Chinese yam-based products since 2017, with chips as their flagship product.
The challenge
To design a brand identity and packaging for Afrochip, ensuring a strong and consistent visual identity system that effectively communicates the story and impact behind the work of this community of women, while supporting the brand’s growth.
What we did
We conducted a brand discovery workshop in Buenaventura to engage with the community, understand their history, and grasp the significance of transforming Chinese yam—what this ingredient means to them and how they want to present it to the world.
This workshop allowed us to capture cultural symbols and elements of the transformation process, highlighting the importance of farming, harvesting, and land stewardship as a means of redefining their history of violence and conflict. These conversations were essential to shaping the conceptual foundation of the design process.
The outcome
We drew inspiration from the Chinese yam leaf, which has a heart-shaped form—a powerful symbol of what they wish to project: the love and care they invest in cultivating and transforming Chinese yam as a way to build a peaceful future. This leaf became the main visual element in the packaging illustration, representing both the crops and the hands that nurture them.
Additionally, we focused on creating an identity that allows the brand to stand out in the international market, positioning Chinese yam as a high-value ingredient while emphasizing its origins and impact. The color palette was carefully selected to reflect elegance while also capturing the mystical essence of the Pacific Colombian rainforest.
Research: Carolina Ríos, Marcela Arango
Design: Sandra Mora, Manuela Martínez
Photography: Simón Villegas
Creative Direction: David Freyre
Final Artwork: Byron Ospina
