AGRICULTURE & SOCIAL IMPACT
Endémika
I researched, analyzed, and synthesize the data to find insights
and develop the new business platform and go-to-market strategy.
As the project grew I created a communication strategy, scripted
an animated video, service rituals, and communication tools.
Res
esearcher & Strategist
Endémika formerly Cosechando Natural
2019
6 months
Role
Company
Year
Duration
Company
Year
Duration
Endémika formerly Cosechando Natural
2019
6 months
Back in the summer of ‘19, Mexico became the first American
country to host one of the world’s largest flower trade
exposition (OPF). This represented an unprecedented showcase for
local breeders and producers to build commercial relations with
potential national and international markets.
Context
Cosechando Natural (CN), a Forbes 30 Promises, dedicated to
harvest value through the production of farming goods, took
this event as the turning point to grow its operations as part
of a wholesale-centered strategy. They contacted us six weeks
before the event with a two-phase project that comprised the
following assignments:
Phase 1: update brand identity, value proposition and design communication props (pitch, one page, flyer, video, stand, etc.) to display at OPF.
Phase 2: identify the pain points of local and foreign buyers to create archetypes and develop a communication strategy to increase the revenue.
Phase 1: update brand identity, value proposition and design communication props (pitch, one page, flyer, video, stand, etc.) to display at OPF.
Phase 2: identify the pain points of local and foreign buyers to create archetypes and develop a communication strategy to increase the revenue.
Enhancing the value proposition
In Phase 1, we detected CN had created a business model that could cover the needs of the prototypical OPF visitor. However, an over-diversification of products increased the complexity to explain its advantages.We focused on exalting the properties of CN star product, Mexican endemic succulents, and highlighting the differentiators that positioned CN ahead of its competitors.
The fair resulted in a direct sale of over 50,000 plants and long-term deals with clients from the United States, Netherlands and Japan.
The second time around
In phase 2, we took a thorough analysis of the insights collected in the event arriving at the following conclusions:1
Brand
architecture
The profile of the wholesale of ornamental plants and
flowers is different to the other products of CN. We
should fully separate this business unit into a new brand
to speed up growth and keep coherence.
2
Graphic &
Nominal Identity
“Cosechando Natural” encompassed all the different goods
the company produced. But it wouldn’t represent a
strategic asset to communicate with the differentiators of
a new brand.
3
Differentiators
and audiences
The brand should reflect the three most relevant reasons
to believe according to different customers: the capacity
to build productive communities, the properties of Mexican
species, and the fair-trade policy.
