MI PARCHE BRAND IDENTITY
A visual identity built around belonging, culture, and shared roots
OVERVIEW
Context.
Mi Parche is a project created by Colombian migrants for Colombian migrants, aiming to build a sense of community and familiarity within a new cultural environment.
Challenge.
To design an identity that feels authentic and recognizable, avoiding clichés while still capturing the emotional meaning of “parche” — a space of trust, connection, and shared experience.
Objectives.
Create a visual identity rooted in cultural meaning and belonging
Balance familiarity with a fresh, contemporary expression
Build a flexible system that can live across different touchpoints
Avoid stereotypical representations of Latin identity
CONCEPT & EXECUTION
The concept is built around “parche” as more than a place — it is a social bond, a shared code between people who recognize each other in a foreign context.
Visually, the identity seeks to feel close, informal, and human, without falling into predictable “tropical” or folkloric aesthetics.
The design decisions focus on creating a system that is both expressive and adaptable:
A bold and approachable visual language that reflects openness and familiarity
A typographic direction that feels contemporary but not distant
A color palette that conveys warmth and identity without relying on obvious cultural clichés
A graphic language that allows flexibility while maintaining coherence
Applications are integrated as part of the system, showing how the identity adapts across different formats while maintaining a consistent tone and presence.
OUTCOME & LEARNINGS
A visual identity that translates the idea of parche into a coherent and flexible system, capable of expressing community, belonging, and cultural connection in a contemporary way.
Designing for cultural identity requires going beyond aesthetics — it involves understanding what people feel, recognize, and value, especially when they are far from their original context.
