Sketches for Piedras Azules
It was such a treat to be on location in El Salvador! Using conversation and observation, was able to gather a lot of information about this cooperative.
Before coming to El Salvador, I have been in love with its people. I have chosen to work with El Salvadorans in the Washington DC area over the years to help me care for my house, my yard and my twins. I have found them all honest, dependable, and responsible souls that I can trust with the most precious parts of my world — my home and my daughters. Have always been in awe of my yard helpers in their ability to easy climb up trees with their long utility knifes in hand. Before my time here, did not know this special knife had a name.
With meeting the coffee farmers of Piedros Azules, I was concerned (afraid) about working with the coop when I learned of their desire to make their own version of Juan Valdez (a fictional character/brand for the National Federation of Coffee Growers of Colombia, established in 1958). Encouraged by their openness to hear my thoughts on what is best for them and their target audience (words to push them in direction of doing something new, unique, and something that speaks to the heart of El Salvador), and pleased by their honest suggestions.
I spent several days in the fields with these amazing farmers. In awe of the rocky terrain (asphalt roads turn to crumbled pavement...dirt road to large rocks and holes... to sometimes no road at all!) and the beauty of the lush/verdant landscape, relieved that the vehicle we traveled had 4-wheel drive (I kept repeating the question in my elementary Spanish to Luis, our “speed racer" driver: “¿Es normal?" The answer tended to be yes until we left the brown earthen guide for weeded fields... “No es normal!”)
Their land is not easy to work (rocky and remote amid a jungle canopy high up on steep volcanic slopes) — felt guilty for my assumption of food production coming from a manicured grid of flat lands. And, to guide their native land to meet their agricultural needs, the El Salvadoran's prefer to use the cuma.
The cuma is a machete used by locals to work the land. It is their preferred tool, as that it is easy sharpen and wield. The older generations prefer it to modern machines, which seems coarse and sloppy compared to the dancing swings and gliding cuts of their blade. The cuma blade that becomes lighter as its sharpened over time. A blade that is purchased alone and one make's own wooden handle to become an extension of the farmer's arm and hand. A bespoke leather sheaf is sometime created to house the important tool. The curve and the notch of the blade are unique. The blade is not flat, but cups gently like a bowl's interior for more efficient cuts. The cuma is passed down from generation to generation. The cuma is symbolic of the pride the farmers have for their land and their work.
The cuma seemed like the ideal solution to their design problem. In my initial sketches, hinted at their tool, stones, finger prints among other symbols to anchor their identity.
Final logo