Branding Decolonial: Un proceso cooperativo con la comunidad indígena Kichwa amazónica Vencedores

Abstract

The purpose of this research is to describe the design process carried out to develop the brand identity and brand book for SHUNKU, a Fairtrade initiative in collaboration with the Kichwa community Vencedores. It is part of the research project called Forms of participation and political culture: portraits of the Ecuadorian Amazon from a decolonial perspective. The project sought to integrate participatory and collective methods to elaborate practical and theoretical material focused on reformulating, reshaping, and understanding different cultural, social and ethnic realities. This was achieved implementing the critical paradigm towards decoloniality and the Participatory Action Research approach. With this methodological approach, integrative processes were implemented to develop the brand identity and brand book for SHUNKU. This investigation’s main outcome was the construction of collective knowledge between investigators and co-investigators while reflecting on Vencedores’ real life through its inhabitants’ voices.

Key words: DECOLONIALITY, PARTICIPATORY ACTION RESEARCH, BRANDING, BRAND BOOK, PARTICIPATORY-COLLECTIVE DESIGN