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Terra Masia

The Project

Client: Terra Masia, regenerative farm in Ibiza
Project summary: Transforming a local regenerative farm into a distinctive lifestyle brand
Service Focus: Communication Strategy ⋅ Growth Marketing ⋅ Team Leadership
Duration: 2018–2025

The Client & The Challenge

Terra Masia Ibiza, the island’s largest regenerative farm, was on a mission to redefine Ibiza beyond its reputation for nightlife and beaches. Launched in 2017 with a curated branding, they lacked a distinctive verbal voice and had no dedicated marketing lead to amplify their presence. The challenge was to define how they spoke to the world, creating a voice that could carry their values, build recognition, and make them stand out beyond the island.

Goal → To transform Terra Masia Ibiza into a recognizable lifestyle brand by defining a distinctive brand voice, building a clear communication strategy, and creating sustained marketing leadership that would grow awareness, strengthen positioning, and connect the farm’s regenerative values with local and international audiences.

The Approach

As their ongoing communication partner, I shaped how Terra Masia Ibiza communicates with the world—defining its voice, leading its communication strategy, and helping grow it from a local farm into a globally recognised brand within regenerative agriculture, gastronomy, and the wider cultural conversation.

1. Defined the Brand Voice

I defined a distinctive brand voice rooted in the mindset of an experienced, generous farmer—clear, grounded, and quietly confident. This included tone guidelines, personality traits, vocabulary, and messaging principles to ensure consistency across all touchpoints.

2. Built the Communication Strategy

I developed a holistic communication strategy aligned with the farm’s mission and audience. This clarified what to say, how to say it, and where to say it—balancing education, storytelling, and commercial messaging to build both trust and visibility.

3. Led Marketing Direction

With no dedicated marketing lead in place, I translated strategy into action by shaping content direction, social media presence, and campaign thinking. This ensured the brand voice was not just defined, but actively used to grow awareness and engagement.

4. Led Cross-Team Communication & Visibility

I worked closely with farmers, sales, and external partners to ensure the voice was lived across the entire business. I also managed growing visibility, coordinating PR opportunities, hosting journalists and content creators, and overseeing on-site video and content production to amplify the farm’s presence.

The Impact

A clear and consistent communication strategy transformed Terra Masia Ibiza from a locally regenerative farm into a globally recognised reference for modern agriculture. In 2024, Terra Masia was selected as part of the Top 50 Farmers cohort, a European recognition program that highlights leading regenerative farms for their impact, innovation, and contribution to reshaping agriculture.

Terra Masia brand extended far beyond the agricultural world. Renowned chefs visited the farm to source produce directly and host pop-up dinners in the fields, turning the farm into a destination where food began at its source. The brand’s appeal also extended into fashion and lifestyle. International names such as Gucci chose Terra Masia as the setting for exclusive dining experiences, while Puma used the farm as a backdrop for their campaign.

Terra Masia’s channels saw significant growth and became key drivers of brand demand. Social media evolved from a simple informational tool into a powerful storytelling platform, building an engaged international audience. Newsletter subscriptions grew steadily as interest in the farm deepened and the community expanded. Their farm-to-table dinners became a cultural destination in themselves, consistently oversubscribed with waiting lists, turning food experiences into a key expression of the brand. What started as a need for a defined voice became a scalable communication system, one that turned clarity into visibility, and visibility into demand.

What started as a need for a defined voice became a scalable communication system, one that turned clarity into visibility, and visibility into demand.