MI PARCHE
Led research and brand experience design for Mi Parche, a cultural project aimed to reconnect Colombians abroad with their identity through emotionally-driven visual and product design.
Project details
Overview
Mi Parche is a cultural and entrepreneurial project created to reconnect Colombians living abroad with their identity, nostalgia, and sense of belonging.
The project explores how design can translate emotional and cultural experiences into tangible products and visual systems. Through branding, storytelling, and product design, Mi Parche aims to create a sense of home without physical proximity.
Objectives
The goal of this project was to understand how cultural identity and nostalgia can be translated into meaningful design experiences for people living away from their home country.
The research focused on:
understanding emotional needs of migrants living abroad
identifying symbols, language, and aesthetics tied to Colombian identity
exploring how design can evoke belonging and familiarity
creating a visual system that feels authentic, relatable, and emotionally resonant
Based on these insights, the project explores how branding, storytelling, and product design can create emotional connection.
Research Approach
The project followed a qualitative, insight-driven research approach focused on cultural identity and emotional experience.
Methods:
Informal interviews and conversations with Colombians living abroad
Observation of cultural behaviors and shared narratives
Insight synthesis through thematic clustering
Exploration of cultural symbols, language, and visual references
Iterative design testing through feedback within the community
Key research areas:
Nostalgia and emotional connection to home
Identity expression in diaspora communities
Cultural codes (language, humor, symbols)
Aesthetic preferences linked to Colombian culture
This process allowed translating abstract emotional needs into concrete design decisions.
Results
The research revealed that migration creates a strong emotional gap between identity and environment.
Key findings include:
Nostalgia is not only about missing a place, but about missing a way of being
Cultural identity is expressed through language, humor, and shared references
People seek small, everyday reminders of home
Authenticity is more valued than polished or “globalized” aesthetics
Community connection plays a key role in emotional well-being
Design outcome
These insights informed the development of Mi Parche’s visual identity and product system, including:
A bold, expressive logo system reflecting personality and informality
A vibrant color palette inspired by Colombian landscapes and culture
Use of language and phrases that resonate culturally (“qué chimba”, “parce”)
Playful and symbolic illustrations (dog, plants, references to territory)
Product applications (t-shirts, tote bags, hoodies) designed as identity carriers