Ramo - Bogota, Colombia 2023

Make the museum an attraction. build on the heritage and traditions of this iconic brand. LEVERAGE family traditions and values to generate a “cool” factor among the younger crowd. Generate, branding, marketing and experiential pieces..

capture the history and advance the experience.

Creative Direction, Design Research, Social Innovation, Brand and Strategy

OVERVIEW

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

OUTCOMES

Augmented Reality Tour with Rafael

Augmented Reality is a form of technology that bridges the gap between real space and digital media.

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.

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, and 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. experience would be activated on 3 levels - the materials would then correlate to the 3 demographics. Children would get a character that was relatable, the teens would be activated through social influences and the older generation would be connected through nostalgia and true and authentic historical connections. These would include Rafael coming to life in the AR activation