EcoFriendly eCommerce Site Project

Client Case

Companies are changing their outtakes quickly on life and consumption as trends like minimalism, and economic reform is happening. People's interest in products that are more organic, biodegradable, and clean has increased exponentially in the last decade. 

Based on that, our client EcoClean requested support in creating a new eCommerce sales channel, where we partnered to make it happen with their CEO Isabel Moya, and the most crucial incubator in Costa Rica: Auge who is funding this project. 

My task in this project was to develop a Product Management strategy.

This is how this task began.

Social Media posts created for the project by Caro Soto for this project exclusively.

What was the problem

EcoClean, not different to many products on the eco-friendly spectrum, has found it challenging to make a retail jump, as mainstream supermarkets don't value enough the power of green sanitary products. Even thou Ecoclean has half a decade of serving the cleaning industry for industrial, food services, and corporate environments, its CEO has a profound concern on water sustainability and pollution generated by retail. 

During our first meetings, we discussed why brands need to create channels where they can sell brands along with other products with similar goals. It's increasingly difficult to guide consumers towards making clear choices when the realm of options includes all kinds of cheap and bad quality chemistry products that endanger families, individuals, plants, and pets. 

  • We both understood the importance of teaching users how their individual choices matter 

  • Mapping out the options, we realized it's few stores, supermarkets, and retailers who understand and worry enough to sell cleaner products. 

  • Distribution and market penetration on a grand scale, usually dis-empower users from making better choices 

It was clear that we needed to create a new platform to sell green products with an intuitive, genuinely caring, and empowering optic. This is how Pangea was born. 

This was the new logo and social design created under my creative direction by art director MJ Salinas, working exclusively for this project.

How it was resolved

The first step was a visualization to understand how we could reach consumers and who would-be buyers who might respond better to this type of delivery. This was done with the help of customer journey maps.

By mapping out and understanding the audience, I did a base market research to understand the industry of conscious and ecofriendly green stores. The next step was interviewing potential users and experts in the field to get their insights on behavior transformation. Key players were established and I worked with EcoCleans CEO's to understand her experience in environmental alternative conflict resolution. 

Tools and actions

At this point, I had enough information to move forwards to a concept and brand execution. Pangea was the chosen name because it implies unity in between a worldly body of water. Pangea was the name given to the original continent before all continents formed. The new brand's values are inclusiveness, empathy, respect for nature, and others. 


I partnered with Art Director, MJ Salinas, started defining the brand book to come up with a simple and minimal logo, representing a balance between nature, water, and humans. MJ worked with Adobe Creative Suite to finalize the graphic versions and then used Canva and Stock imaging to create social content. 

Based on this, the outsourced dev team, Carlos B. and Mariana worked with Wordpress CMS to create an intuitive and easy to use platform where clients can easily do online payments and orders.

The next step was to develop a go-to-market strategy featuring a double funnel for content and awareness based on direct conversion tactics. The copy was written by freelance Spanish writer Daniela G. in charge of blog posts and social text. 

Final Results 

This project was to be soft-launched in August 2021 for a controlled group of potential customers to identify urgent and neccessary changes. The first products to be sold will be Ecoclean´s green cleaning products and in the second phase we will add more products that include organic and packaged personal care items and food.

*Unfortunately, the project got cancelled due to the lack of budget to continue. The funds for this project came from an incubator and COVID affected the progression of Pangea. It was a beautiful learning experience thou!