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Mucho.

Brand system and art direction for a biodiverse food produce brand

A project about reconnecting people with the food they eat through the lands it comes from, the cultures it carries, and most importantly, the people who produce it.

Since 2018, I worked closely with Juliana Zarate Mucho’s founder and CEO, to work on Mucho, a platform that brings producers and eaters together through seasonal markets, curated boxes, and storytelling. The challenge: evolve the brand into something bold, transparent, trustworthy, and deeply rooted in Colombia’s biodiversity and food traditions. The refresh included identity updates, packaging design, a redesigned online store, and a modular content system for social and email marketing.

Along the way, we launched Mercados Ancestrales , a digital marketplace by the World Food Program, that connects Indigenous and Afro-Colombian communities with urban customers. We focused on honoring ancestral knowledge through ethically produced food.

This work helped Mucho expand its message:
Food is it’s history, territory, and community. Our food is us.

Full Brand Book here

www.comemucho.com
@muchocol

Branding
Art Direction
Social Media
Packaging
UX/UI
Product Strategy
Service Design
Project Management

Jimena Martinez