Brand Strategist / Creative Director
06.25 — current
Mi Jardín
Mi Jardín’s products are made slowly, sustainably, and by hand in the Andes of Ecuador.
While working directly with Mi Jardín’s founders, I led the brand strategy and creative direction for a wellness brand rooted in the Andes.
The work centered on aligning story, identity, and packaging to create an authentic brand that felt both handcrafted and commercially viable.
This section outlines my brand strategy. It’s a deeper dive, so here’s the tldr;
Mi Jardín needed a brand that reflected its land, values, and production reality. I built the brand from the ground up, aligning identity, packaging, and storytelling to create a product that felt honest, artisanal, and rooted in place. Early label tests validated the direction, driving immediate sales lift and wholesale interest with no paid promotion.
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Design Process
Before any visual direction was explored, the first phase focused on understanding what was missing and what needed clarity.
Early issues
No cohesive brand system across products
Packaging lacked consistency and hierarchy
Brand story existed, but was not visible at shelf level
No clear structure for future product expansion
Visual identity did not yet reflect the depth of the production process
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With those gaps clear, the work shifted toward redefining how the brand should function long-term.
I approached Mi Jardín as a living brand system, grounding every decision in the environment, production methods, and the need to scale without losing authenticity.
Strategic focus
Treat the brand as an extension of land and process
Balance handcrafted cues with modern clarity
Design for growth while respecting small-batch integrity
Build a system that could evolve without constant redesign
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Once aligned, the focus moved to exploration, iteration, and validation.
Process highlights
Collaborative working sessions with the founders
Multiple visual directions to test tone and positioning
Rapid mockups to support discussion and decision-making
Iterative refinement based on feedback and real-world constraints
Continuous alignment between brand, packaging, and future expansion
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Brand Challenges
Mi Jardín presented unique challenges that required balancing authenticity with real-world usability and growth.
Key challenges
Translating an off-grid, hands-on production process into a clear brand story
Avoiding a look that felt either too rustic or too commercial
Creating packaging that worked across many product types and formats
Designing for local markets while remaining credible for wholesale expansion
Building trust quickly with customers unfamiliar with the farm or its story
Key Solutions
A cohesive brand identity grounded in wellness and place
A modular packaging system adaptable across product types
Clear brand hierarchy supporting future product lines
Label designs optimized for shelf clarity and trust
A scalable visual system validated through early market success
We prioritized market validation over a full website, launching first through local shops and Facebook. This soft launch increased sales by 20 percent, landed five wholesale accounts, and positioned the brand for larger retail partnerships now in progress.
With the brand foundation and packaging system in place, the next phases focus on extending Mi Jardín into market presence, visibility, and long-term independence.
The goal is to carry the same clarity, authenticity, and scalability into how the brand shows up in the world and grows beyond its initial launch.
Ph3: Marketing Materials and Merchandise
This case study captures the project as it enters Phase 3 of brand development.
Planned deliverables
Point-of-sale materials for local markets and retail partners
Branded merchandise to extend visibility beyond the product itself
Low-cost, high-impact assets designed for local distribution
Visual consistency across in-person touchpoints
What’s Next
Ph4: Social Media Strategy and Active Marketing
This phase shifts the brand from presence to participation, using storytelling to build familiarity and trust.
Planned deliverables
Web development with optimized SEO & CRM systems in place
A defined content strategy and posting rhythm
Visual templates for posts, reels, and stories to speed production
Story-driven content highlighting the farm, process, and people
Systems that allow the founders to manage content independently
Ph5: Packaging Refinement and Brand Guidelines
This final phase focuses on longevity, clarity, and handoff.
Planned deliverables
Ongoing refinement of packaging as new products launch
A complete brand guideline system covering identity, typography, color, and usage
Documentation that supports consistent future execution
A self-sustaining brand toolkit for long-term growth
Metrics
→ 20 percent increase in sales following the test launch of the new brand and packaging, with no paid promotion
→ 5 new wholesale clients secured through a soft launch using local shops and Facebook
→ 11 product labels designed and deployed, validating the scalability of the brand system across multiple SKUs