Finca O Rial: Farming for the 21st Century.
Building a regenerative brand and digital ecosystem for the modern urban table.
Role: Lead Brand & Product Designer.
Tools: WordPress, WooCommerce, Adobe Suite.
THE STRATEGY
Most agricultural brands feel stuck in the past. For Finca O Rial, the challenge was to appeal to a tech-savvy, city-dwelling audience that values ethics as much as aesthetics.
BUILDING THE BRAND: FROM LOGO TO INTERFACE
Brand Design:
We merged the 'Jean-Martin Fortier' biointensive method with local Ourense identity to create a brand that felt both expert and neighbourly.
Beyond Pixels: A Living Identity.
A brand that grows. I designed a visual system that adapted from logistics (delivery trucks) to weekly digital newsletters, ensuring a consistent 'human-first' touchpoint across every channel.
DESIGNING TRUST IN A DIGITAL MARKET
The eCommerce experience was built on WordPress to handle complex logistics—selling by weight, units, or pre-curated baskets. I prioritized a clean, 'scannable' UI to reduce cognitive load for busy urban users.
Experience the Frictionless Checkout.
I designed this interactive prototype to test the hybrid payment flow. My goal was to provide a secure environment for digital transactions while offering an 'offline' alternative for users who prefer traditional trust-building methods.
Interactive prototype
Impact Beyond the Launch
While the full eCommerce platform remained in a pre-launch state, the project was a resounding success in brand building and community engagement.
Key Takeaways:
- Adaptability as a Superpower: I pivoted from a transactional focus to a "content-first" strategy, proving that a strong brand identity can sustain interest through newsletters and social media alone.
- Building Digital Trust: Designing the hybrid payment system taught me how to navigate the "messy" reality of user scepticism, turning confusion into clarity through empathy.
- Systemic Consistency: I maintained a rigorous weekly design sprint for newsletters and social content, ensuring the brand stayed "alive" and relevant for our urban audience.
The Lesson:
This project taught me that a designer’s job isn't just to push pixels; it's to create a heartbeat for a business. Finca O Rial showed me how to align business constraints with human stories, creating a timeless identity that resonates far beyond a 'Buy Now' button.
Thank you for reviewing my work!
Selected Works
