Participants

Ciara Cordasco, Anais LaTortue, Jessica Vernick, Rachel Newell, Doug Barrett, Maria Rogal // Cooperativa Lol-Balché: Manuel Magaña Ayil, Concepción Tec May

Background

We began to work with Cooperativa Lol-Balché, a 41-member cooperative in Santa Elena, Yucatán in late 2006. In addition to selling wholesale, some members wanted to bring a percentage of their honey direct to market. This decision came at a pivotal stage in their growth and development with the completion of their state of the art honey processing plant.

Objective

Design and produce an institutional identity for Cooperativa Lol-Balché. The new image will reflect the cooperative’s commitment to purity, environmental sustainability, new production abilities and interest in bringing their honey product direct to the international market. 

Strengths

Purity 
Local Reputation 
New Production Facility

Audience

Western European & US Consumers who are interested in either the Gourmet value or Health value of honey or both. 

Brand attributes

Authenticity - Heritage 
Purity - Quality - Hand Crafted 
Environmentally Friendly - Sustainable 
Sophisticated - Gourmet - Unique 

Context

PROS
Culturally sustainable
Low-impact
Unique in region
Flexible

CONS 
People leave community to work at the resorts
Lack of funding for generating new business
Unknown to tourists
Difficult to access
No tourist infrastructure

Research/Strategy

Our fieldwork included meeting with members of the cooperative, entering apiaries to observe the process of harvesting honey, meetings, and presenting design concepts for feedback. This project began in 2006/7 and the relationship has evolved over time. Fieldwork, co-design, and user/consumer feedback were important to this process. 

The new identity is designed to move the brand closer to the cooperatives’ goals. Today the brand image is one of a simple product with a good local reputation. While the new brand strives to gain an identity in the European marketplace, one of sophistication and quality, it is also important that we maintain the product's connection to an ecologically pure and sustainable process. The new brand can do this by maintaining the connection between the regional aspects of the Yucatan and the Mayan heritage that offer an aura of that which is handmade, pure and unique. By tying these dual attributes together we can create a unique brand image that will connect the European consumer's appreciation with heritage authenticity and that which is new and sophisticated. 

Outcomes

Development of a new brand identity and collateral applications.  
Deliverables included brand identity, label designs for various stores, stationery, building signage, website prototype, and promotional materials for distribution in the region. Key concepts and activities: co-design, slow-design, semi-structured interviews, fieldwork observation.