Give the brand a focus.
Connect quality, integrity and agricultural responsibility with a clear creative direction.
Rooted in agriculture.
Built to be recognized.
A signature logo, a clear brand voice and practical guidelines for an agricultural business in the Dominican Republic. One foundation for the way Sierra Negra looks and communicates.
Explore the identity
THE IDENTITY IN CONTEXT
The original wordmark, shown with illustrative color families and a conceptual egg-carton application. Select the image to view it in detail.
The packaging illustration is a concept for this case study. The swatches show color direction rather than exact production specifications.
THE CHALLENGEMake agricultural values
Make agricultural values
recognizable.
Sierra Negra produces and distributes eggs and farm animals in the Cibao region. Its brand positioning centers on quality, integrity and responsible agricultural practices.
The identity needed to feel connected to farming and the land while expressing the professionalism of a modern business. It also needed to work across different audiences and communication formats.
Our role was to translate those priorities into a distinctive signature and a shared set of visual and verbal standards.
THE BRAND’S GUIDING STATEMENTCultivando Calidad,
Cultivando Calidad,
Cosechando Sostenibilidad.
Cultivating Quality, Harvesting Sustainability.
The statement connects care for the product with the brand’s long-term vision for farming and the environment.
Quality, integrity, nature and continuity shaped the creative direction. The sustainability message expresses the company’s positioning and aspirations.
OUR APPROACHDefine the point of view.
Define the point of view.
Build the identity around it.
Start with the business’s values, translate them into visual and verbal choices, then document how those choices should be applied.
Create a personal signature.
Develop a handwritten wordmark with a grounded, contemporary personality.
Define how it speaks.
Establish a voice that can inform, inspire and connect with customers.
Support consistent use.
Bring the visual system, brand voice and usage standards into one reference guide.
LOGO & VISUAL LANGUAGEA signature with character.
A signature with character.
A system with clarity.
The Sierra Negra name becomes the focal point of the identity. Expressive lettering pairs with clean supporting typography and color families connected to the land.
Bridgetown
The handwritten typeface behind the signature-style logo gives the name a personal, recognizable character.
Futura PT
Bold and light weights provide a clear, modern contrast for supporting information and longer communication.
Grounded in nature.
Black and gray anchor the identity. Green and brown support its connection to farming, nature and the land.
CONSTRUCTION & BRAND GUIDELINESA common reference
A common reference
for the next application.
The corporate manual documents the wordmark’s proportions, clear space, color direction and supporting typography.
Guidance for contrast, backgrounds and correct use helps different people and vendors apply the identity consistently.
Preserve the signature.
Keep the original proportions and the relationship between the letters.
Give it room.
Maintain a protection area so surrounding content does not compete with the mark.
Keep it readable.
Choose backgrounds with sufficient contrast and avoid distortion or independent resizing of logo elements.
BRAND PERSONALITY, VOICE & MESSAGINGRecognizable in its words,
Recognizable in its words,
as well as its design.
The communication guide connects authenticity, responsibility, innovation and professionalism with three complementary tones.
Express the bigger vision.
Use a forward-looking voice for environmental responsibility and the brand’s long-term aspirations.
Explain with clarity.
Communicate agricultural processes, production and the business’s quality priorities in a clear, professional way.
Keep the conversation human.
Make consumer and community communications feel welcoming and easy to understand.
WHAT WE DELIVEREDOne identity package.
One identity package.
A foundation for everyday use.
Delivered in July 2024, the completed project brought the strategy, design and communication standards together in a reusable brand system.
A defined direction.
Positioning, brand personality and messaging aligned with the business’s agricultural values.
A distinctive visual system.
A signature logo, coordinated typography, primary and secondary color families and usage standards.
Tools for continued use.
A corporate identity manual, scalable vector artwork and image versions for different communication needs.
Make the brand clear.
Make it useful over time.
The finished system gives Sierra Negra a consistent way to introduce the business, communicate its values and guide future creative work.
A shared foundation helps each new application build on the identity already in place, from sales materials and digital communication to possible packaging or signage.
PROJECT CREDITSThe designer
The designer
behind the brand.
DIRECTION, DESIGN & SUPPORT
Lilian Ventura
Responsible for the complete project: brand strategy, creative direction, logo design, visual identity, brand voice, guidelines and project support.
Services provided
Brand strategy · Creative direction · Logo design · Corporate visual identity · Brand voice & messaging · Brand guidelines · Reusable logo files
YOUR NEXT STEPGive your business
Give your business
a recognizable foundation.
We turn a business’s vision into a practical identity, with the design, words and guidelines it needs for everyday communication.
Let’s talk about your brandExplore our branding services