Client Ask
The Western Antioquia Tourism Corporation in Colombia sought a rebranding for their gastronomic festival "Bienmesabe" in Santa Fe de Antioquia, a cultural heritage town. Despite three years of operation aimed at boosting tourism and preserving regional culinary traditions, logistical challenges had discouraged locals and visitors from attending.
Research
We delved into the origins of regional culinary traditions and studied national and international gastronomic festivals to create an authentic brand. Multiple visits to Santa Fe allowed us to engage with locals, conduct historical and cultural research, and document the area's rich culinary heritage.
Photos by Antioquia es Mágica
Reframe
After analyzing the client’s input and the festival's challenges, we proposed a complete rebranding, including a name change to "Candela." This name, inspired by a traditional regional liquor, carries layers of meaning: it symbolizes fire, flavor, and tradition. In Spanish, "candela" also conveys something extraordinary, adding a vibrant, memorable touch to the festival’s identity.
We reimagined the festival’s logistics to enhance visitor experiences, turning the event into a town-wide celebration. By distributing QR codes linked to a personalized Google Map, we encouraged attendees to explore Santa Fe’s colonial architecture, benefiting local businesses and fostering a deeper connection with the town.
The visual identity for Candela was inspired by Santa Fe de Antioquia’s colonial architecture and the vibrant gastronomy showcased during the festival. The logo and graphic elements combined historical motifs with a fresh and youthful design to attract younger audiences while honoring tradition.
Execution
Conducted a naming workshop to align the brand with its cultural roots.
Developed the festival’s mission, vision, and value proposition.
Designed a visual identity and content strategy to connect with the community and drive participation.
Supported logistical planning to enhance visitor experience and promote local economic growth.
Results
Social media metrics improved significantly post-rebranding.
Positive feedback from locals and participants highlighted the festival's transformation.
Comprehensive reports from the corporation validated the festival's renewed success.
