Dominican avocados brand identity system

In 2018, I collaborated with Dominican and U.S. institutions including USDA, Exporta Calidad, and IESC https://iesc.org/ on a branding project for the Dominican Republic, focused on positioning seven Dominican avocado varieties in the European market.

Dominican avocados are diverse in origin, variety, and production scale. The challenge was to create a unified identity system capable of organizing multiple producers and varieties under a shared framework of quality, origin, and visual coherence.

At the same time, the system needed to avoid generic commodity language and communicate real agricultural and cultural value while meeting European market expectations.

The strategy was rooted in origin and culture. Avocados were not approached as a product, 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 communicate this context clearly and honestly, connecting European audiences with the human dimension behind the fruit. Rather than designing a single master brand, a flexible system was created to accommodate multiple varieties and producers while maintaining international clarity and consistency.

The identity is built around a modular system of seven logos, one for each avocado variety. Each symbol is derived from the initial letter of the variety and abstracted into organic forms that evoke the fruit without literal representation.

Typography, colour, and illustration establish a cohesive 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 primary narrative tools. All applications were designed to scale consistently across physical and digital environments.

The result is a clear, coherent, and scalable branding system that communicates the diversity of Dominican avocados through culture, people, and territory.

The system provides institutions and producers with a solid tool for communication, education, and international positioning, supporting entry into the European market without compromising identity or authenticity.

Role Creative direction, art direction, brand identity system, packaging, and editorial design.

Scope Visual system design, logo system, packaging, editorial storytelling, and international market positioning.

Focus Creating a scalable identity system that communicates origin, cultural value, and product diversity for the European market.