Designing a Mexican Organic Avocado Brand

Michoacan Organics

by Keith Agoada

Michoacan Organics
Michoacan Organics

I had the opportunity to collaborate on the creation of the Michoacan Organics brand. Our objective was to create an artistic and authentic commercial avocado brand from Mexico that represents Leonel Chavez's vision for agriculture. A brand that would appeal to wholesale buyers of organic avocados from around the world.

Working with designer Molly McCoy and Chris Robb was a great experience. Coming from the supply side of the industry I have always had a deep respect for my marketing and branding counterparts. I am grateful to have had this opportunity to understand a fresh produce brand design process.

Their attention to detail and deep strategic thinking into every design decision is amazing to witness. Before contemplating the visual design, there was an intense process of understanding the mission and vision of the company and Leonel Chavez, the owner, CEO, and farmer.

The research went beyond Leonel, his farms, and avocados. Molly explored classical art from the region, and the native insects, animals and birds. It was a process of extracting the essence of Leonel and Michoacan Organics and transforming it into a brand logo, a box, and marketing materials.