Portfolio / Rebuild and e-commerce
One brand, two ways to buy it.
Pulpas Nuestra Tierra pulps Colombian fruit in Medellín and sold almost all of it wholesale: hotels, restaurants and companies ordering by phone. Their website said that much and little else. We rebuilt it on WordPress, Elementor and WooCommerce so it can hold two journeys at once — the household after two bags of mango, and the business that needs a quote by volume — with new product photography so each flavour is recognised before the label is read.
01The brief
The product was selling. The site was not.
The wholesale operation worked: phone orders, refrigerated delivery across Medellín and its metropolitan area, institutional clients who reorder. What did not work was the website, which behaved like a brochure — who we are, what we do, write to us — and shut out anyone who wanted two bags for home without opening a sales conversation.
The brief was to widen the site's role without breaking what already paid the bills. Neither audience could be demoted: the store had to genuinely exist, with prices and a cart, and the wholesale channel had to come out better organised than before, not relegated to a generic contact form.
Before: what the site left out
- 01How many flavours there are and how they look
- 02Which sizes they come in
- 03What buying for home actually costs
- 04What changes when the order is for a business
- 05How the product arrives cold
- 06Where buying even starts
Our role
A full rebuild on WordPress, Elementor and WooCommerce: the architecture of both routes, a catalogue by flavour, product pages with size variants, a wholesale module with quotes, brand content, and the product photography for the entire range.
02Architecture
Two routes on one page, without getting in each other's way.
The easy mistake would have been choosing: either a store or a wholesale site. The structure separates them by intent without splitting the brand into two websites.
See the flavour, pick the size, buy.
A catalogue by flavour with its own photography, product pages with size variants — a 500 g block or five 100 g portions — each with its price, cart and WooCommerce checkout. Nobody has to write in to learn the price.
Terms before the form.
A wholesale block of its own: volume pricing, block or portioned formats, refrigerated transport and delivery across Medellín and its metropolitan area. The quote form comes after the questions an institutional buyer asks first.
One brand carries both.
Colombian origin, fruit with no added sugar or preservatives, responsible practices and a working relationship with local growers. It convinces a parent and a chef alike, which is why it sits before the fork in the road.
03The idea
What this rebuild had to settle.
Fruit pulp is bought for the flavour. Flavour arrives through the eyes.
In a category where every bag looks alike, the photograph is not decoration: it is the spec sheet. So the project included shooting the entire range — each bag beside its own fruit, on a clean ground — so that mango, guanábana, curuba and feijoa are told apart at a glance, in the grid and on a phone.
With that in place the rest of the site can be brief: the flavour is recognised, the size is chosen, the price is visible, and the volume question leaves through the wholesale channel without cluttering the experience of someone who just wants blackberry pulp for the weekend.
SeeChooseOrder
04The system
From flavour to cart — or to a quote.
One visitor arrives through the brand and forks according to what they need. These are the pieces holding both routes up.
WordPress · Elementor
Site and templatesWooCommerce
Catalogue and variantsCart and checkout
Buying for homeWhatsApp
Orders and adviceWholesale quote
Business requestsMailchimp · Site Kit
Email and measurement
- 01
The promise, in one line
«Natural fruit pulp from our own land», with the product in the foreground inside the frame of real fruit that carries the whole brand. Colombian fruit, no added sugar, no chemicals.
- 02
The range, photographed
Sixteen pulp flavours and five lemonades, each with its bag and its fruit. That grid is the heart of the site: it replaces paragraphs of description with instant recognition.
- 03
The page decides the size
Every flavour opens with its size variants — a 500 g block or five 100 g portions — its price range, its uses in the kitchen and how it must be kept cold.
- 04
Into the cart
Direct purchase through WooCommerce for the household order, with no sales conversation and no minimum order in the way.
- 05
The wholesale fork
For a business, the site leads with what decides the deal: volume pricing, flexible formats, and refrigerated logistics with reliable delivery.
- 06
A structured quote
A form with name, phone, email and message, next to the sales agreement for institutional clients: certified quality per batch, dedicated support, refrigerated delivery.
- 07
WhatsApp for the rest
A button on every page and ordering by WhatsApp from the shop, which is how a good share of the Colombian food market actually buys.
- 08
Trust and content
Testimonials from households and businesses, FAQs, a blog, the brand story and the factory address in Medellín: what a repeat food purchase rests on.
One catalogue · two routes · one brand
05Product and content
What makes one pulp look different.
The difference is not argued with adjectives: it is shown in the photograph, stated on the product page, and backed by the logistics.
Every bag with its fruit.
The whole range was shot in one language: product face on, fruit cut open beside it, clean ground. In the grid, sixteen flavours are told apart without reading a single label.
What a cook asks.
No added sugar, colourings or preservatives; uses in juices, desserts, baking and cocktails; vacuum packed; kept frozen and thawed before use. Figures, not promises.
Cold is part of the product.
The refrigerated chain appears where it matters — in the wholesale block and in the terms of sale — because for a hotel it is the difference between buying and not buying.
06The catalogue
What is published today.
Figures from the site, not from a campaign: what a visitor can walk through on pulpasnuestratierra.com.
- 16
- Pulp flavours photographed
- 5
- References in the lemonade line
- 2
- Sizes per flavour: block and portions
- 2
- Buying routes: home and wholesale
07Visual system
Field green on clean paper.
Buttons · Seals · Accents
- HEX
- #ABCA37
- RGB
- 171 · 202 · 55
Legible accent in text
- HEX
- #4E7A17
- RGB
- 78 · 122 · 23
Headings
- HEX
- #1F2A16
- RGB
- 31 · 42 · 22
Section backgrounds
- HEX
- #EFF3E4
- RGB
- 239 · 243 · 228
Long-form reading
- HEX
- #868686
- RGB
- 134 · 134 · 134
08Typography
A market geometric, a label sans.
Jost
Aa Bb Cc — 0123456789
Regular 400 · SemiBold 600 · Bold 700
Poppins
Aa Bb Cc — 0123456789
Regular 400 · Medium 500
Poppins · small caps
Aa Bb Cc — 0123456789
SemiBold 600
Pulpas de fruta naturales de Nuestra Tierra
clamp(32–54) · -1% · 600Nuestras pulpas de fruta 100% naturales
clamp(26–40) · 0 · 600Mango pulp · 500 g block
clamp(18–24) · 0 · 600Pulp made from 100% natural fruit, with no chemicals, preservatives or added sweeteners, vacuum packed to keep aroma and nutrients in cold storage.
16 / 28 · 0 · 400Wholesale for businesses
12 / 16 · 10% · 60009The pieces
The brand, the catalogue and both routes.
The promise over the actual product, framed by the fruit it comes from. Below it, the direct path to the shop.
The range grid with the photography produced for the project: each bag beside its fruit, same light and same framing, so the flavour is recognised without reading.
Size variants — a 500 g block or five 100 g portions — price range, kitchen uses and storage conditions on the same screen.
Five references with a block of their own: coconut, green mango, cherry, coconut-passion fruit and watermelon, presented in the same language as the pulp catalogue.
Volume pricing, flexible formats and refrigerated transport before the form; beside it, the sales agreement for institutional clients.
On mobile the grid drops to one column and the photography keeps doing the work: this is the screen the weekly order gets placed from.
10The outcome
A new channel without losing the old one.
pulpasnuestratierra.com is live with both routes open: a store with variants and prices for households, and a wholesale channel explained better than before — terms, formats, cold logistics and a quote — for hotels, restaurants and companies. The site stopped being a company presentation and became the brand's first salesperson.
The catalogue is manageable: publishing a new flavour means uploading its photograph, its description and its sizes from WordPress, with no template to touch. And because the photography was produced in one language, every new reference still looks like part of the same range.
Stack
- 01WordPress · Elementor Pro
- 02WooCommerce · size variants
- 03WhatsApp ordering and advice
- 04Wholesale quote form
- 05Mailchimp for WooCommerce
- 06Google Site Kit · GTM and Analytics
- 07Rank Math · on-page SEO
- 08WP Rocket · Hostinger · LiteSpeed
How it runs
Households buy on their own, businesses request a quote, and the brand runs both from the same WordPress. Wholesale orders still pass through a person — that is how the channel works — but they arrive with the details filled in instead of as a cold call.
More work
Selling wholesale doesn't stop you selling retail.
If your business already lives off institutional clients and your site speaks only that language, you are shutting out the buyer who would discover you today. That channel can be opened without disturbing the one that already works — which is exactly what we built here.
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