Candela Festival
The Western Antioquia Tourism Corporation approached me with a challenge: revive Bienmesabe, a food festival in Santa Fe de Antioquia, a heritage town with deep culinary roots but a damaged reputation. Years of poor administration had left the event feeling outdated and uninviting, especially to younger audiences.
To shift perception, I proposed a full rebrand—starting with the name.
Through a workshop I led, we arrived at “Candela”: the name of an ancestral liquor from the region, and a word that means fire, boldness, and flair. It felt local, vibrant, and alive—exactly what the festival needed.
I defined the new brand’s essence, shaped its messaging, and designed a bright, heritage-infused identity system that honored tradition while igniting curiosity. With content strategy, storytelling, and logistical support, the brand came to life—and people noticed.
Candela reconnected the town with its culinary spirit and sparked new energy around a beloved tradition.