Burro -the name provided by the founder- represented the perfect icon for a reliable, humble, hard working and affordable service.
Spanish for donkey, a Burro is the first investment that communities in need make. The solution was creating the right iconic illustration while finding a guerrilla-style, cheap way of reproducing it so the locals could create their own signs and packaging.
A win-win model where people were in charge, giving them the opportunity to satisfy many other basic needs. Sometimes good work can do so much good.