Avocado: The Path to Making Sustainability Accessible

Frequently asked questions

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When was this project?

June 2020 to March 2022

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How long was this project?

We worked on the company for two (2) years before eventually shelving to do imbalanced commitment levels

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What problem were you trying to solve?

How might we encourage sustainable practices among Filipinos?

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What was the goal of the project?

To weave sustainability into every Filipino's daily life

overview of the project

Avocado is a sustainable solutions startup that was shelved in March 2022. The first product offered by the company was an e-commerce site that sold products that were locally-made and contribute to the circular economy, using a dropshipping model.

SKILLS HONED

TOOLS USED

about my role

I started out as a branding manager before I eventually agreed to take on more responsibility as Chief of Experience. My role was centered around optimizing the overall look and feel of the company, which then evolved to the research and development of our products which included an eCommerce website as well as print packaging. I also served as the in-house designer for social media, illustrations, and various other design-related functions.

HOW I PUT MY SKILLS TO WORK

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eCommerce management. Oversaw Shopify operations, optimizing product listings, checkout flows, and user engagement strategies to increase accessibility and conversions.

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Illustration design. Created custom flat illustrations that reinforced Avocado’s brand personality and storytelling, making sustainability feel more inviting and achievable.

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User interface design. Designed an intuitive and engaging eCommerce experience that encouraged repeat usage and promoted sustainable habits through gamification and incentives.

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User experience research. Conducted user studies to understand shopping behaviors and sustainability barriers, refining Avocado’s platform to simplify eco-friendly purchasing decisions.

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Branding creation. Developed a cohesive and approachable brand identity that positioned Avocado as a modern, accessible, and eco-conscious lifestyle brand for Filipinos.

SO... what happened?

Avocado sought to make sustainability more accessible to Filipinos by transforming eco-friendly choices into affordable and convenient habits. We built an incentivized platform that encouraged users to adopt sustainable practices through gamification and strategic partnerships with local eco-conscious brands. By leveraging behavioral design principles, we helped shift sustainability from an abstract ideal to an everyday lifestyle.

Impact & learning

Conceptualized the branding of the whole company, from social media to website

Sustainability is more than just a movement—it’s a mindset shift. I led the conceptualization of Avocado’s branding, ensuring that our message of accessibility, eco-consciousness, and local sustainability resonated across all platforms. From social media content to website UI, I crafted a visual identity that made sustainability feel attainable rather than exclusive. Through consistent messaging and design, we positioned Avocado as a brand that didn’t just sell eco-friendly products but encouraged a lifestyle change for everyday Filipinos.

Performed research and development strategies for the eCommerce platform of Avocado

For sustainable shopping to take off, it needed to be as convenient as mainstream retail. I conducted extensive market research, usability testing, and competitor analysis to refine Avocado’s eCommerce platform, ensuring that our website was frictionless and intuitive. By studying user behaviors and eco-conscious buying patterns, I optimized the site’s UX to minimize drop-offs and enhance conversion rates.

Served as the in-house designer for social media, illustrations, and various other design-related functions

Designed and prototyped sustainable packaging products with a B2B strategy

Beyond selling eco-friendly products, Avocado aimed to disrupt the packaging industry by making sustainable solutions accessible to businesses. I led the design and prototyping of sustainable packaging products, researching materials that balanced affordability, durability, and minimal environmental impact. By integrating a B2B strategy, we positioned Avocado as not just a consumer brand but also a partner for businesses looking to transition to sustainable alternatives.

Ateneo Innovation Jam

Bullet by Seisco

TEMP+