The hyperlocal food marketplace

Muylocal's mission is to empower local shops by offering them the most convenient e-commerce tools. Muylocal was our first in-house startup that was launched during the pandemic in order to help local shops digitize their offerings and remain competitive. In the first few weeks alone we experienced hypergrowth and expanded to five cities in total.
Branded illustration for tech startup
Brand Strategy
Brand Identity
Web Design & Dev.
Web Development
UX/UI Design
Motion & Illustrations
Explainer Video and Motion
Brand Communication
Today's shopper has less time to do grocery shopping, preferring instead all things convenient. Even though supermarkets sell online, they often lack the diversity and freshness of the products a local, specialized shop provides. Furthermore, products from large supermarkets have traveled a long way, making them a less sustainable option. On the other hand, small traditional stores lack the resources, knowledge, and tools to sell their products online, therefore alienating themselves from the tech-savvy, younger clientele.
Concept & Strategy
This marketplace was born from the need to connect small local businesses with local customers during the global pandemic. Muylocal is providing the necessary tools for small, undigitized businesses to sell their products online. The delivery service offers a multi-buy option from different shops.
The naming Muylocal was chosen to emphasize the hyperlocal shopping experience as opposed to the impersonal one provided by multinational giants. The isotype showcases a lilac awning, which typically represents a small local food stall. If you have a closer look at the icon you can read an 'M', the first letter of Muylocal.
Indigo and white are the predominant colors. This combination creates trust, with indigo being a color related to devotion and fairness. Pastel colors are used as accents and nod to the proximity and familiarity of the visual identity – feelings that Muylocal wants to convey.
Visual with the color palette of Muylocal: Indigo 500, Indigo 400, Gray 600, Gray 400, Gray 200, Indigo 100. Accent colors: Yellow, Green, Blue, Pink.
The typeface we used was Montserrat, a font system inspired by old posters and signs in the traditional Montserrat neighborhood of Buenos Aires. Like the color scheme and the imagery, the typeface expresses authenticity and familiarity, qualities that sum up Muylocal.
For the visual identity, we used a mixture of fun illustrations and self-made product photos. In order to really reflect the products, we moved away from pixel-perfect photoshop images. Instead, we used photos that convey not only the quality of the products but also the authenticity of the local shopkeepers.
The playful illustrations represent different scenes from the local shopping process, such as shop owners, product categories, and buyers. Those illustrations were also used for on-site and social media communication.
30 custom-made ilustrative icons for Muylocal. They represent mainly food and beverages
Visuals with custom-made stickers in the branding of Muylocal for local businesses for whatsapp.
The website is where all the product offerings from the local grocers are presented. When entering, the user selects the city and then chooses either a product category or a trusted merchant. Since the idea revolves around transferring the local shopping experience online, we placed an emphasis on social commerce, integrating weekly video stories where the merchants uploaded their product offerings. The customer could either purchase by kilograms or product units, with further options to personalize their order (e.g. mature avocados, thin-sliced tuna, etc.). We offered a multibuy option so one customer could purchase from different stalls in just one order. All the data is synchronized with the app, meaning that if a product isn't available, it is not shown on the web. This avoids any negative customer experiences.
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The app was created on low-code and its simple journey made it easy to use for merchants. The app is their main tool where they upload products, manage product availability, and receive orders. The app included a dashboard to inform merchants about how much of each product category was sold online and how much revenue was generated via online sales. It fully synchronized with the web and the other processual tools we developed to enable quick delivery and ensure a smooth user experience.

All our local campaigns contained a sense of humor. For example, an elderly lady that would always shop in the local markets is complaining that her daughter would only shop online ... ;)
Four visuals: One of them showing a totebag with food inside, on the totebag there is the text: PCR: Puchero, Croqueta and Ropavieja. A T-Shirt with an illustration in the Muylocal style. A sreenshot of the Muylocal application. Picture of the founder Jesus Coto with the Innovation Award for Muylocal.