Dominican Avocados

To build an identity system capable of representing the diversity of Dominican avocados and organizing an ecosystem composed of multiple producers and varieties under a shared framework of quality, origin, and visual coherence. The challenge was to communicate real cultural and agricultural value while avoiding a generic product narrative and meeting the expectations of the European market.

The strategy was rooted in origin and culture. Avocados were approached not as a commodity, but as the result of a living network of people, territories, agricultural practices, and everyday traditions deeply embedded in Dominican life. A visual and narrative system was developed to tell these stories in a clear and honest way, connecting European audiences with the human and cultural context behind the product. Rather than creating a single master brand, a flexible system was designed to accommodate multiple varieties and producers while maintaining international clarity and consistency.

A modular system of seven logos was created, one for each avocado variety. Each symbol is built from the initial letter of the variety, abstracted into organic forms that evoke the fruit without literal representation. Typography, color, and illustration reinforce a shared visual family, balancing institutional rigor, functional clarity, and cultural warmth.

The system was applied across origin seals, packaging, transport boxes, stickers, wrapping papers, posters, and digital assets. An editorial brochure was also developed to explain how avocados are grown, selected, and consumed within Dominican culture, using illustration and text as the core narrative tools. All applications were designed to scale consistently across physical and digital environments.

The project resulted in a clear, coherent, and scalable branding system that highlights the diversity of Dominican avocados through their culture, people, and territory. The system provides institutions with a solid tool for communication, education, and international positioning, supporting entry into the European market without losing identity or authenticity.