Challenge

Design Sprint - Five Day Challenge.

Ramo S.A.S. is a brand known and remembered by the vast majority of Colombians. Over the last few years, the company has diversified its portfolio, creating new products, spaces, and experiences. In this applied innovation laboratory, participants will explore concepts and tools for brand creation, visual experiences, and spaces for interaction—designed with intentional actions and reactions.

Their diversification, however, hasn’t gained traction with younger generations. While parents and grandparents hold fond memories and deep connections to the brand, that nostalgia isn’t carrying over. The team has been tasked with creating marketing and branding materials around Ramo’s new museum, built on the factory grounds.

The real challenge? Giving people from Bogotá and Colombia a reason to make the trip to the museum. Right now, there’s little incentive to visit a location two and a half hours outside the city in an industrial area. Our goal is to turn that distance into a destination—something worth the journey.

APPROACH

We assembled a team of young designers—industrial, biochemical, strategic, graphic, and design thinkers—positioned right at the edge of the target demographic. Their challenge is to uncover insights that connect the brand, the factory, family stories, and the products.

They’ll dig into how Ramo’s legacy and its place in Colombian culture can resonate with today’s audiences. By tapping into the emotional pull of nostalgia, we aim to create experiences that both honor the past and reimagine it—bringing the factory’s history to life in ways that feel fresh, interactive, and impossible for a new generation to overlook.

The work will focus on transforming the museum and its surroundings into more than a stop on a map—it should become a destination, a story worth traveling for, and an experience people want to share.

OUTCOME

The Outcome / Design Proposals:
Propuestas de Museo – “Visitas con amor”

What does Ramo mean to our families? The designers made the project personal, reflecting on their own memories to enrich the research.

From this, themes, patterns, and keywords emerged: childhood memories, family, sharing food, tradition, lunchbox, cake.

The guiding idea—“Let’s share, together”—inspired the team to imagine spaces that unite and spaces that tell stories.These experiences were organized into three main entry points:

1. Augmented Reality Tour with Rafael and the Ramo Family

2. The Heart of the Experience: #HistoriasRamo

3. Pop-Up Learning Lab

Augmented Reality Tour with Rafael

Through the use of A.R we can enhance the stories being told in the museum by providing people with closer experiences with Rafael, the employs and its history. Human-to-augmented human narration.

A.R provides us with the capabilities of using audio, video, fotos and animations to enhance the narratives of the museum.

Rafael would act as a guide and driving force of the story being told to the audience.

We seek to create a sense of closeness, family and history that are integral to the brand and its history.

There would be 3 levels of activation depending upon your age range. These age ranges were then assigned and associated with a Ramo product

Gansito - Children

Maizito - Teenagers

Gala - Adults.

The research showed that these three levels were directly connected with the loss of loyalty, lack of coolness factor and the traditions of the older generations.

The A.R. the materials would then correlate to the 3 demographics. Children would get an animated character that was relatable, the teens would be activated through social influencers and the adults would be connected through nostalgia, true and authentic historical connections.

These would include Rafael vitally coming to life in the A.R. activation through an Artificial Intelligence construction.

Centro de Experiencias:

#HistoriasRamo

The interactive and digital nature of the onsite museum makes it a great hub to share, celebrate and capture the stories told by Colombian families. These can published in #HistoriasRamo.

Ramo can use the content published on social media to be use the data as a source of inspiration for campaigns and products.

• The audio and video archive of family and personal stories in #HistoriasRamo would act as data to develop, test and create new limited time products.

• There would be booths in the onsite and popup spaces where the families can get inside a recording booth and shares their stories, nostogica connections, traditions, this collection will be part of a large interactive Ramo family archive. #HistoriasRamo

• Its a place to bring the generations together and invigorate the brand spirit.

Examples - SXSW CNG Oreo Machine and NPRs Storycore

Pop Up Events: Ramo Lab

Ramo lab is a recurring limited event that will take place at the museum as well as other points of interest around Bogota. This “pop up event” will become the heart of curiosity and innovation for Ramo and its audience.

The lab will be mobilized and set up in places that encourage engagement and enhance the audiences’ childlike curiosity and imagination. It will be considered a palace of limitless flavours combinations can be devised. These flavors combinations will be captured for special promotions and co-branded product opportunities.