E-COMMERCE 2024
Finca O Rial — Farming
for the 21st Century.
Building a regenerative brand and digital ecosystem for the modern urban table.
01 · The Challenge
Warmth without losing function
Most agricultural brands feel stuck in the past. For Finca O Rial — a small family eco-farm in Ganade, Xinzo de Limia (Galicia) — the challenge was to appeal to a tech-savvy, city-dwelling audience that values ethics as much as aesthetics.
Balancing the warmth and craft of a family business with the functional requirements of a modern e-commerce experience, without making it feel generic or corporate.
02 · Building the Brand
From logo to interface
We merged the Jean-Martin Fortier biointensive method with local Ourense identity to create a brand that felt both expert and neighbourly. The result: a hand-drawn logotype, a warm earthy palette, and a visual language rooted in proximity.
Brand collateral — price lists, truck branding, and social materials all sharing the same visual language.
"A brand that grows. I designed a visual system that adapted from logistics to weekly digital newsletters."
A Living Identity — every touchpoint, from delivery trucks to weekly newsletters, speaks the same visual language.
03 · Designing Trust
A frictionless digital market
The e-commerce experience was built on WordPress + WooCommerce to handle complex logistics — selling by weight, units, or pre-curated baskets. I prioritised a clean, scannable UI to reduce cognitive load for busy urban users.
The online store — clean product grid with weight-based pricing, built on WooCommerce.
04 · Interactive Prototype
Experience the frictionless checkout
I designed this interactive prototype to test the hybrid payment flow — providing a secure environment for digital transactions while offering an offline alternative for users who prefer traditional trust-building methods.
Figma prototype — hybrid checkout flow. Scroll inside to interact.
05 · The Result
The full website, live
From the hand-drawn logo to the WooCommerce store, the team section with real farmers, and the biointensive agriculture manifesto — a complete digital presence built with care for both users and the land.
The final website — from brand story to WooCommerce store. Diseñado por Teresa Novoa.
06 · Impact & Takeaways
Beyond the launch
While the full e-commerce platform remained in a pre-launch state, the project was a resounding success in brand building and community engagement.
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 user scepticism, turning confusion into clarity through empathy-led design decisions.
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.
Product mockup — the full brand system applied to physical produce presentation.
"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.