Ruta Mocora

Brand identity, digital communication, and product prototyping for Ruta Mocora, a social development project in the tourism sector.

María de los Ángeles Custoja, archaeologist and design professor, commissioned Eonminu® the brand identity development and digital communication for Ruta Mocora, a project framed in the cultural industry sector and centered on tourism dynamics, aimed at the socioeconomic development of rural communities in Ecuador.

Mauro Rojas, Founder and CEO of Eonminu®, was in charge of the symbolic and graphic construction, developed from June to November 2015 between Guayaquil (Ecuador) and Buenos Aires (Argentina). This creation included the web prototype for the digital commercial model.

The brand isotype stands out with the concept of fabric as an essential value of social connection as roads crossing the territory, this is the axis for applying animation to this symbol, generating a liquid isotype.

The peak reached in the development of the isotype was its animated application, continually weaving the paths, coming to life like the market's dynamics.

Ruta Mocora is a system-product designed by María de los Ángeles Custoja, based on her career linked to archaeology and creative interventions in rural areas, also strongly motivated by her fascination with fabric crafts. This initiative took shape during her Master's Degree studies in Brand Management.

The concept of social fabric gains strength in this development, which inspired María de los Ángeles to opt for the motto Tejiendo Caminos (Weaving Roads), exalting the value proposition of her project.

A series of symbols was created integrating all the concepts used to shape the commercial system, later to be applied on signage layout.

This development was observed at micro and macro scales, connecting what remains imprinted in memory when traveling a rural road with the process of weaving mocora straw, symbolic moments used in the graphic construction of the entire set.

The concept applied to the brand identity opens multiple alternatives for its application, both in positive and negative print, integrated to take advantage of every component of the visual identity in future communication strategies.

This assignment included the prototyping of the business system appearance as a web version, and the development of communication on digital platforms, taking Instagram as a reference for creating the community of the brand, curating the information collected from the project, to develop a strategic communication model based on the photographs made by María de los Ángeles Custoja for her research.

→ Client: María de los Ángeles Custoja
→ Project: Ruta Mocora
→ Execution: Brand identity, Logo design, Digital Product prototyping.
→ Communication design: Mauro Rojas
→ Production: Eonminu®
→ Year: 2015 {alertInfo}