Introducing Fibras, Made by Mayan Women

“Before touching a single tree, our reforestation project had planted 45,000 trees in the heart of the Peten jungle. This is our way of deepening our commitment to nature’s most beautiful treasures” - Eliza Babarczy, Founder

Itza Wood is an exotic woodware brand founded in the Peten Jungle - the largest remaining tropical forest of Central America.

All Itza Wood creations are sourced exclusively from the Petén jungle, where we reinvest profits to help drive education for young people in the region.

https://itzawood.com/

Celebrating the launch of Itza Wood's concept store and the brand's latest collection - FIBRAS. Amplify Studio partnered with Itza Wood to tell the story of the months of workshops, educational seminars, experimentation, and initiatives led by the brand, and how this translated into an innovative new collection. We also elevated the brand's social media communications to drive online awareness for the launch of their concept store in Guatemala city.

The Fibras Collection, created in partnership with the Rainforest Alliance

Itza Wood's latest collection - in partnership with the Rainforest Alliance - paved the path for 30 Mayan women to start their own businesses, reviving centuries-old craft traditions in the process. This also helped the community improve their living standards and break generational poverty cycles.

The FIBRAS collection embodies the will and courageous spirit of the Mayan women. Made from offshoots, unused branches and vines from the Peten jungle and later brought to life by the loving hands of local women from the region, FIBRAS, represents the brand's commitment to sustainable production, craftsmanship, and collaboration - connecting rural communities with international opportunities.

✦ Storytelling & Messaging Strategy for the FIBRAS Collection

In our messaging and storytelling approach, we sought to showcase:

• The hours invested in researching imaginative methods and processes, bringing to life beautiful products sourced directly from the Peten Jungle.

• The months the Mayan women spent learning and teaching centuries-old crafts, and sales strategies to encourage the sustainability of their future and craft.

All product descriptions were created to help customers envisage each product in their house, connecting with the real-life circumstances surrounding each item.

These were instances like returning home from the shops and markets and filling up a woven basket with fresh fruits, cleaning one's house using an Escobian hand broom, or placing a Ziricote-made wooden bin in the office to add a sense of luxury and style.

• 20 product descriptions for both the FIBRAS collection and beyond; expanding from hand-woven placement mats, to wooden home-decor.

• 2,170 words were brought together to form harmonic and tropical imagery across all products to encapsulate the product.

✦ Announcing the Itza Wood Concept Store in Guatemala

Instagram highlights makeover
We re-designed the brand's Instagram highlights to better align the visuals and brand messaging tonality - aesthetic, lush, and tropical. This involved the creation of the 'Sights and Sounds", 'The Jungle", 'Wood Guide", and 'Moments" highlights.

Introductory post for the Concept Store
In light of the launch, Amplify Studio wrote the introduction post for the concept store, which we termed 'Our Doors Are Open". This post was significant as it garnered 484 likes and 114 comments altogether, the highest in the account's history.

✦ Itza Wood Moments, A visual storytelling series

This series was designed to capture the everyday moments that bring Itza Wood's products to life through nostalgic phrases that are common to families and homes across the world.