INSIDE THE PROJECT
Ecorrots — Honest produce, rooted in respect for the land.
ECORROTS was born from the meeting of two paths and two cultures. Paul, French, and Rosa, Ecuadorian and originally from Otavalo, met in France, where Rosa was already working as an agricultural crop harvester.
EXECUTED SERVICES:
▪ The starting point: From A to B
ECORROTS was born from the meeting of two paths and two cultures. Paul, French, and Rosa, Ecuadorian and originally from Otavalo, met in France, where Rosa was already working as an agricultural crop harvester. Among fields and harvests, not only did their story as a couple begin, but also a deep connecxion with the land.
As their relationship grew stronger, Rosa took Paul to Ecuador. That journey became a turning point. Travelling through the provinces of the Andean region, Paul discovered the richness of the land, the diversity of crops, and the ancestral knowledge behind livestock farming and agriculture. It completely changed the way he understood where food comes from. Inspired by everything they learnt, they chose a conscious and sustainable model. Paul acquired land in Menton, France, where he developed organic and aeroponic crops, free from pesticides and preservatives.
In Ecuador, Rosa did the same, building a production system guided by the same principles. ECORROTS is completed with artisanal honey production and the sale of seeds, bringing part of Ecuador’s biodiversity to a market where crop diversity is more limited.
When they came to Networking, our role was to give shape and direction to that journey.
We built their brand kit, carried out a social media audit, and through the MERAKI mentoring restructured their business model—creating new revenue streams and actions designed specifically for the livestock sector. The shift was clear: from producing with purpose to communicating with intention and a long-term vision.
▪ The Pandora’s Box: What we discovered
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ECORROTS already had solid roots, clear values and a very conscious way of working the land. What hadn’t taken shape yet was a brand that could bring all of that together and tell its story with clarity and personality.
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There was presence on social media and a real desire to share, but each post was telling a different part of the story. We saw a great opportunity to align the message so every piece spoke the same language and reinforced the brand’s purpose.
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Through the audit, it became clear that craftsmanship, sustainability and cultural heritage were already there. They simply needed a clearer narrative so that value could be felt from the very first interaction.
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Before starting the MERAKI mentoring, we identified that the brand had more room to expand than it was currently exploring. There was space to create new business lines aligned with the livestock sector and their way of producing.
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Many decisions were being made from intuition — a beautiful place to start — and with the right structure, those instincts could turn into long-term, sustainable actions with real impact.
▪ The Challenge: A Strategic Move
The first move was to take a step back and look at the business with clarity. Through the MERAKI mentoring, we worked on organising the business model, understanding how agriculture, livestock, and commercialization lived together, and identifying new lines that could grow in a sustainable way. Everything was shaped under the creative concept “From the land to the origin”, allowing us to return to what truly matters and make decisions aligned with their conscious way of working the land.
In parallel, we shaped everything that supports the brand outwardly. We built the brand kit, defining a clear strategy that translated into a coherent verbal, visual, and sensorial identity, and carried out a social media audit to align content with this new direction. The move was simple: to bring together who ECORROTS is with how it shows up and communicates, so every touchpoint reflects its origin, purpose and honest way of working.
ORIGIN
CONSCIOUSNESS
ROOTS
ORIGIN CONSCIOUSNESS ROOTS
▪ Change in Action: Beyond What Meets the Eye
BRAND ARCHETYPE: THE SAFERFor the brand kit, we worked on the verbal identity starting from the concept ‘‘From the land’’ to the origin, creating taglines and brand phrases that speak about conscious cultivation, respect for natural cycles, and a deep connexion to the land.
Visually, we developed a system of hand-drawn linear illustrations, with a charcoal-style stroke, to bring a rustic, earthy feel that reflects origin, craft and hands-on work. Every verbal, visual, and sensorial element was built to feel honest, close, and fully aligned with the way ECORROTS produces.
Through the MERAKI mentoring, the focus shifted to structure and action. Three clear business lines were defined — organic agricultural production, seed commercialisation and artisanal honey production — along with practical actions to help each one grow sustainably. At the same time, the social media audit allowed us to unify the Instagram feed, adjust the visual and narrative tone, update highlight covers and align all content with the new brand identity. The result is a clearer, more consistent presence that truly reflects who ECORROTS is today.
▪ Results: What we achieve together
When the internal foundations are in place and the brand communicates clearly, results stop being a feeling and become real outcomes. With ECORROTS, the impact showed up quickly — both in how the market responded and in how the business was structured.
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After building the full brand kit, ECORROTS achieved a complete sell-out of its first harvest, with 100% of the produce sold within just one week. The clarity of the message, the consistency across visual and verbal language, and an easy-to-understand value proposition created immediate trust and sped up purchasing decisions.
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Following the social media audit and the reorganisation of the Instagram content, the account saw a 35% increase in engagement and a 22% growth in organic followers within the first months. A unified feed and updated highlights made the brand easy to recognise and understand at first glance.
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Through the restructuring of the business model and the definition of three clear business lines, ECORROTS achieved a 30% improvement in operational efficiency, reducing time spent on processes and improving production and sales planning — allowing the business to grow in a more organised and sustainable way.
▪ Classified file: Additional data
INDUSTRY: Sustainable agriculture
LOCATION: Menton, France
START OF BUSINESS OPERATIONS: 2020
PROJECT COMPLETION: 2025
▪ Behind the scenes: Team credit
BRAND DESIGN: María Fernanda Ayala
COPYWRITER: Sandra Voltinaer
ANIMATIONS: Laura Melo
CREATIVE & STRATEGIC DIRECTION: María Fernanda Ayala
A kind note from the client
“It connected with our way of seeing the world through food”
We used to share photos of the farm, but no one really understood our true value: organic crops, grown without chemicals. We were posting without a clear plan and weren’t reaching the people who genuinely care about natural food. The audit changed everything. Networking showed us which messages were confusing people, what kind of content truly creates connexion, and how to communicate our differences clearly. We stopped posting just to stay visible and started communicating with purpose. The result was clear: more interaction, more direct enquiries, and a community that now understands who we are and why our work matters.
We also built our brand from the ground up. We went from simply having products to having a complete identity that truly represents us — close to the land and deeply connected to our message. Through the mentoring process, we learnt how to organise the business, create new ways to generate income, and understand the steps we need to take to grow without losing focus. Today, everything feels aligned — the brand, the way we communicate, and the business — and we couldn’t be happier with the results.
— PAUL LEDUC & ROSA VIZUETE — ECOROOTS (FRANCE)
