La ruta dulce: una historia, un sabor y una tradición

Abstract

The Sweet Route is a research-creation project developed from the field of graphic design, whose main purpose is to make visible the work of sugarcane farmers from Villeta and highlight the cultural, historical, social, and economic value of panela as a representative symbol of local identity. The project emerges from the need to preserve a rural tradition that, despite being fundamental to the history and economy of the municipality, has gradually lost recognition in the face of contemporary social and cultural transformations (UNESCO, 2003; García Canclini, 1999). This project seeks to understand the importance of panela not only as a widely consumed product in Colombia, but also as a cultural heritage built through the work, memory, and traditions of panela-producing families in Villeta. From this perspective, graphic design is proposed as a tool for visual communication and social transformation capable of strengthening territorial identity, cultural appropriation, and the recognition of rural farming communities (Papanek, 1971; Bonsiepe, 1999). As the main outcome of the research, an illustrated intercultural map of Villeta will be developed as an interactive and narrative graphic piece that tells the story, flavor, and tradition of the so-called “Sweet Land.” The map will include illustrations of rural districts and the urban area of the municipality, highlighting representative locations related to panela production, traditional commerce, cultural heritage, and natural tourism (Lynch, 1960). In addition to the illustrated map, the project will include complementary graphic pieces such as illustrated pins, interactive flyers with QR codes, and editorial resources designed to strengthen the visual, cultural, and tourism experience of La Ruta Dulce. The research will be carried out through a qualitative methodology based on research-creation and the systematization of experiences, using tools such as interviews, field observation, photographic records, and historical documentation (Jara, 2018; Hernández Sampieri, 2014). Ultimately, La Ruta Dulce aims to demonstrate how graphic design can contribute to preserving cultural memory, strengthening identity-based tourism, and redefining the value of panela farmers within the historical and cultural construction of Villeta.