Founded in 2019, hei is a one-person business that offers healthy, bio and home-made products in a small city in Cuenca, Ecuador. I had the chance to guide my client through the whole process,
from the strategy, to de design and implementation of the business.
The briefing
After discovering the benefits of a healthy lifestyle Andrea Loyola had the wish to create a healthy product's brand that represents her beliefs. Andrea is an Ecuadorian entrepreneur, wife, and mom of three children who works and studies at the same time.
After a talk with her we define some goals for the hei business:
1. Hei should be a side-business, allowing her time for her family, work, and studies.
2. The products will be sold in fairs and shops in the city.
3. It will be a one-person business, so everything needs to work to that.
After establishing goals, I suggested as a first step to start with a basic pack to launch the product, and later on, when she is already on the market, we can continue working in other needs.
We stated with the definition of the brand, what does the brand stands for, what are the values that she wants to communicate to the market, and how does she want to be positioned. As a second step, we focus on the product itself, how it should look like, the label, the packaging, and the message for the customers. As a third step, we focus on how to advertise the product in the social network, as a first and free channel. As a fourth step, the launch to the market. As a fifth step, we discuss future needs. Following you can see the whole process.
This is Andrea Loyola, the founder, in the launch of her Brand.
The brand
The brand positioning we want for hei is to be seen as a trustworthy healthy, modern home-made product brand. Here is the design process that might help to achieve this goal:
The logo first Sketches
To start with a logo, I always start with pen and paper to be able to make a fast visualization of my ideas.
Digital logo Sketches
After I have selected my favorite logo sketches, I digitalize them to see how are they going to look like in context,
visualizing this I can evaluate which logo works the best.
The final logo
After a meeting with my client, this is the logo she identifies the most with, so I
then worked on the construction details to be able to apply it anywhere.
The color palette
The illustrations
These illustrations we have here, are Illustrations based on the drawings that Andrea's grandma did for her embroidery projects. She wanted to incorporate them into the brand because it had a big sentimental value to hear, so we did so.
The product
The first product of hei is ghee. Ghee is typically prepared by simmering butter, which is churned from cream, skimming any impurities from the surface, then pouring and retaining the clear liquid fat while discarding the solid residue that has settled to the bottom. The long process and low temperatures of preparation of this product retain more vitamins and nutrients thanks to its low-heat preparation. Specifically, ghee is a source of vitamin E, vitamin A, antioxidants and other organic compounds.
The advertisment
For the advertisement, we wanted to focus on communicating the right message to the client. The benefits of the product, where they can find the product, recipes, and some quotes. With all this information I did a grid example to help the client design the publicity and be able to promote her product as a solopreneur.
We defined as well how the photography style of the brand should be to match with the rest of the brand, and here you can see the outcomes.
Launch to the market
With everything defined, designed and produced, Andrea could finally bring her product to the market. I am super happy that she could accomplish her goal and if you are interested in buying her products you can find here.
Future steps
In the future we are thinking of launching an e-commerce site.
This is how the hei landing page could look like.
This is how the hei check out could look like.
