Visual identity design for Artífices, a marketing platform for artisanal food products.
Artífices is a web platform dedicated to marketing artisanal food products made by communities from all regions of Colombia. Through the sale of these products, it integrates vulnerable rural communities into the food value chain, facilitating easy connections with restaurants, distributors, and end customers.
Conceptual axes
ORIGEN (Origin). Thanks to the enormous natural wealth of Colombia's geography, each of our regions offers an immense variety of food, as well as the knowledge of the people who practice agriculture and livestock farming. The Artífices platform seeks to highlight the Flavors of Origin and the artisanal processes used to transform farm products, allowing these flavors of origin to reach our tables. As the basis for the graphic identity, origin and identity are highlighted by drawing an analogy with a Colombian artisanal product: the molas made by the Kuna indigenous people.
ARTÍFICES (Craftsmen). The brand seeks to highlight craftsmanship, the work carried out by rural communities. Hence the name Artífices, which means “craftsmen,” as a tribute to “people who perform work with skill and dexterity.” In this case, rural craftsmen cultivate the land, farm their animals, and use artisanal techniques and ancestral knowledge to transform farm products into flavors with a Colombian identity.
CONSERVACIÓN (Food Preservation). Part of the philosophy of the Artífices Platform is to reduce food loss and waste, which can occur at all stages of the value chain. The platform also seeks to ensure that food is safe for consumers and that they can consume it responsibly and in an informed manner. All of this is achieved through food preservation: charcuterie, dairy products, and preserves are ways of preserving food for longer, and these are the three product categories of the Platform, which are also represented in the brand's symbol.
