Cooperativa "Telar Solidario"
Brand Identity, Packaging Design, Visual System
Telar Solidario is a women-led cooperative based in rural Veracruz, Mexico, dedicated to producing high-quality, handmade products such as salsas, jams, and mole using traditional recipes and seasonal ingredients. Born out of a desire to support household income and strengthen community bonds, the cooperative reflects values of solidarity, sustainability, and cultural heritage. As they moved toward formalizing their brand, they needed a cohesive identity that would honor their roots while positioning them for growth.
My Role
I led the visual branding process, including the design of the logo, color palette, typography, and packaging. I also created a brand guideline to help the cooperative maintain consistency across different communication formats, especially for their jar labels and future brand applications.
The Challenge
The cooperative had received isolated design support in the past, but lacked a unified brand identity. Their products were being sold mainly at local fairs and through word-of-mouth, and as they prepared for trademark registration and broader visibility, they needed a system that could clearly communicate who they are and what they stand for — without losing the handmade, personal touch that defines their work.
The Solution
Inspired by their mission of "weaving dreams and strengthening communities," I crafted a visual identity rooted in warmth, tradition, and resilience. The logo reflects the cooperative nature of the group. The packaging was designed to be functional yet expressive, allowing each product to shine while remaining visually cohesive under one brand. I selected organic shapes to emphasize the handmade essence of the products.
Impact
The new identity elevated Telar Solidario’s presence at events and increased recognition among their audience. With a defined and professional brand, they are now ready to expand their market and communicate their story with clarity and pride — all while staying true to their values and community spirit.