current
past
Project Context:
Masara emerged at the intersection of local agriculture, global food systems, and personal memory. Sourcing organic apples from my grandmother’s orchard in northern Mexico, the project confronted the complexities of imported competition, the fragility of family traditions, and the reality that everyday products reflect larger ecological and social dynamics.
Role & Approach:
From conceptualization to market launch, I guided Masara’s trajectory—shaping its brand identity, overseeing production remotely, and refining its narrative to emphasize conscious consumer choices. The goal was to forge a deeper connection between consumers and their food’s origin, blending ancestral farming insights with contemporary storytelling techniques that celebrate the orchard’s legacy.
Conceptual & Cultural Influences:
Grounded in food sovereignty principles and inspired by frameworks that highlight the “why” behind human behaviors, Masara transcended product status to become a subtle catalyst for dialogue. Here, shifting climate patterns, regenerative agriculture, and community resilience interplayed with evolving consumer expectations—inviting customers to consider the chain of care, knowledge, and labor behind a bottle of vinegar.
Materiality & Experience:
The orchard’s seasonal rhythms, the tactile feel of natural materials, and the gentle warmth of a traditional kitchen environment informed the brand’s aesthetic. Through visual media, sensory cues, and authentic narratives, Masara invoked the comfort of home while situating itself firmly in a global conversation about sustainability. Shipping and distribution challenges, navigated through trial and adaptation, further underscored the project’s blending of local authenticity and modern reach.
Engagement & Reflection:
By encouraging people to pause and appreciate the quiet influence of a daily ingredient, Masara prompted a reconsideration of value. The brand underscored that food is never “just” nourishment; it is a cultural artifact, a social bridge, and a living record of the land. In doing so, Masara offered a nuanced model for how even ordinary products can carry profound meaning, guiding consumers toward more thoughtful engagement with the world around them.
@masaramx
Years: 2019 onwards
Location: Mexico City, Mexico