RICARDO DANIEL VILLEGAS VALDIVIESO P R O D U C C I Ó N P U B L I C I T A R I A D I G I T A L
Introduction The project to redesign Chilchota's image represents a significant change in its 55-year history. Through an exhaustive analysis that ranged from researching the dairy market and competitors to creating detailed profiles of the buyer persona, a deep understanding of the image that the brand had to project and update was obtained, given that no previous changes since its creation more than five decades ago. The results of this analysis showed the prevailing need for a complete transformation in the brand image. Although the original name was maintained, the logo underwent a total renovation to reflect a more modern visual identity in line with the company's contemporary values and objectives. Likewise, the slogan underwent a significant modification. These changes were driven by the notable growth and expansion that the brand has experienced in recent years, which made this update essential. On certain products, the logo or slogan could not be applied in a versatile way, which required constant adaptations and caused a loss of brand recognition and positioning. The new image not only effectively communicates the company's new direction and scope, but also projects a fresh and relevant image in today's market.
Chilchota Foods, S.A. of C.V. is a prominent Mexican brand that originated with the sale of fresh cheeses and has experienced significant growth since then. Currently, the company specializes in the production and distribution of dairy products, although it also offers sweets, cajeta and soft drinks. What distinguishes Chilchota Foods is its commitment to the environment and society, which is why they have obtained certification as "CLEAN INDUSTRY" through PROFEPA. Grupo Chilchota goes beyond its commercial operations by playing an active role in improving the well-being of low-income families. Through programs of; donations, education, financing and technical assistance to producers in the area. The Chilchota brand began its career focused on the production and sale of cheeses. As they perfected their dairy processing processes and saw their success, they decided to expand their product range. Currently, they offer a wide variety that includes yogurts, milks, creams, butters and margarines, as well as sweet products such as cajeta. In addition, they have entered the soft drink market to offer their customers a complete and satisfactory experience.
Re-Brandign When analyzing the design of the Chilchota brand, the lack of uniformity in the application of the logo and slogan on all products is identified as the main challenge. Various variants have been used, leading to a loss of brand recognition. This is due to several reasons. First, the current icon lacks the versatility to adapt to labels from different product categories and does not have the optimal level of memorability. A good icon must be easily recognizable and reproducible by anyone, and in this case the complexity of the image makes this recognition difficult, unlike the competition. Secondly, the isotype, by carrying the word "cheese" in the upper right, anchors it in a temporality that does not align with the expansion of the brand towards a more diverse range of products. This is evidenced by the decision to use only a part of the "Chilchota" isotype in the new products. Thirdly, the color palette presents similarities with the tones used by the competition. To stand out in the market, it would be advisable to apply principles of color psychology and explore chromatic alternatives that give the brand a unique and differentiating identity in the sector. Finally, the current slogan reflects the company's Mexican tradition, but does not capture its current personality, since the brand offers a wide range of dairy products, not just cheeses. A new slogan is proposed that reflects the essence of the company between 4 to 6 words that highlights the tradition and Mexican flavor in dairy products, projects confidence, is catchy and transmits a positive impression. These considerations underscore the need to review and adjust brand design to ensure a more coherent and effective visual identity across all products.
Evidence of the problem
In these products, a lack of uniformity is observed in the use of logos, with variants that are not clearly defined. Furthermore, on some products, the presence of the logo is barely perceptible.
On the other hand, it is noted that the current slogan is timeless and does not adapt to all the products that the company offers. For this reason, even in the candy line a change had to be made. Therefore, a new slogan will be sought that meets the characteristics mentioned above.
7 Principles of Logo Design by Hubspot
Aspects that a slogan should have by Jimdo
Simplicity
Keep it short
Memorability
Show personality
Originality
Make it catchy
Modern Yet Timeless
Make a promise
Balance
Use a positive phrase
Complementary
Use sound language
Versatility
Project confidence
Explanation of the logo The mountains, which symbolize the company's place of origin. In addition to the geographic and historical connection of the company, this icon helps the consumer not to perceive such a drastic change in the brand. Previously, images of mountains were used, but they were too complex and did not meet the characteristics of an icon.
The selected colors ensure that the logo is clearly distinguished from the competition and and demonstrate a balanc
The icon is not used by any competitors.
The word 'cheeses' was removed because the brand now offers a wider variety of products, which limited the understanding of the brand solely as a cheese producer, thus allowing the logo to be timeless.
The name stayed the same, but the most notable change was made to the font, bringing it more in line with the style used by the competition. However, the original color of the brand was preserved so that consumers can recognize the new brand image.
Explanation of the slogan The change of slogan from "The cheese of Mexico" to "Where tradition becomes flavor" represents an evolution not only in the image but is also strategic for the Chilchota brand. This is supported by the following points: Reflects Brand Expansion: "El queso de México" focused specifically on cheeses, which limited brand perception to this particular product. However, the company has grown and now offers a wide range of dairy products. The new slogan, “Where tradition becomes flavor,” reflects this expansion and shows that the brand now encompasses much more than just cheeses. Brevity and Memorability: The new slogan meets the brevity criterion by having only six words. In addition, it is easy to remember due to its fluidity and simple structure. Personality and Uniqueness: Highlights the importance of tradition in the production of quality products and emphasizes the traditional flavor aspect, which is a distinctive and unique element for the brand. Promise and Trust: The slogan promises an authentic and tasty culinary experience, based on the company's rich tradition, generating trust in consumers. Positivity and Sensory Appeal: The phrase focuses on what the brand offers – a tasty experience rooted in tradition, rather than simply listing products. In addition, the use of sound language, especially in the alliteration of "tradition" and "flavor", adds a poetic and attractive touch.
Chosen color When selecting colors for the new identity, it is essential to consider originality and stand out from the competition. We will use the psychology of color, since each shade evokes different sensations in the mind of the consumer. First of all, we will incorporate the color brown, which represents the natural essence and connection with the land that characterizes Chilchota. This choice reflects the nature-rich environment that defines the place. As a counterpart, we will opt for a light green tone to create a harmonious contrast with the coffee. This nuance highlights freshness, a distinctive attribute of the brand that stands out compared to the competition. Although many brands claim to be socially responsible, Chilchota will differentiate itself by conveying this commitment authentically through its image with this color. Finally, in the rebranding process, it is prudent to maintain certain previous elements to soften the change in consumer perception. Therefore, we will retain the color red in the isotype, providing continuity and familiarity to the new brand image.
C: 2; M100; Y:90; K:0 R: 224; G: 9; B: 34 # E00922
C: 82; M; 9; Y: 100; K: 1 R:19; G: 154; B:57 #139A39
C: 29; M; 79; Y: 96; K: 29 R:147; G: 64; B:26 #93401A
Typography When choosing typography, it is crucial to maintain a consistent style. Choosing a Sans Serif font is the most appropriate, as it conveys simplicity and informality. It's a friendly and approachable option, which explains why it's a common choice among the competition. Since our products are consumed daily, it is essential that the typography communicates this familiarity and closeness with the consumer. The font used is the following according to dafont: Summer Dream Sans.
Packaging It is essential to maintain a consistent logo on all products, as this strengthens the identification and promotion of the brand in the market. In line with what the Chilchota brand represents, a distinctive element has been identified: the mountains, which symbolize the company's place of origin. This icon is highly representative and must be present on all packaging, with the brand name, which is known as a logo. Since the products are dairy, color coding for packaging is recommended: Red for whole milk products. Blue or yellow for products with 2% milk. Green for products with 1% milk. Purple for products with lactose-free milk. Sky or navy blue for products with light milk. This color coding will not only make it easier for consumers to identify products, but will also contribute to an attractive and uniform presentation in the market.
Competitors To select the competition, a careful analysis was carried out, ensuring that the three brands were of Mexican origin, offered the same product categories and were oriented towards the same market.
LALA Lala is a pioneering firm in dairy production, with a track record of success that spans more than seven decades. Since its establishment in Mexico in 1949, Lala has stood out for its constant dedication to excellence, creativity and complete customer satisfaction. The company has established a quality standard in the industry, consolidating itself as an undisputed benchmark in the field of dairy products. Over the years, Lala has cultivated a reputation as a reliable company committed to innovation, making it a preferred choice for consumers seeking the highest quality dairy products. This strong heritage and forward-thinking approach continue to drive Lala's success and relevance in today's market.
Colors Palette
Packaging In this image, you can see how Lala maintains a consistent logo in its brand, which contributes to providing a distinctive identity to each of its products. They use distinctive colors on the packaging depending on the type of milk used.
Slogan
“Como de la vaca a tu mesa”
Evaluation: This slogan conveys the idea of freshness and proximity to the source of origin, which is positive.
Chipilo Chipilo Chipilo is a family business rooted in the heart of Mexico, which has stood out in the dairy industry. Chipilo offers a wide range of dairy products, from fresh milk to cheeses and derivatives, made with artisanal techniques and high quality standards. The brand is distinguished by its commitment to authenticity and tradition. Chipilo also demonstrates a strong commitment to sustainability and supporting the local community. Their sustainable practices and community programs reflect their respect for the environment and their desire to contribute to the well-being of all. This company is not only a leader in the dairy industry, but also an economic and cultural pillar in the region. Each Chipilo product represents the pure essence of Mexican dairy tradition, bringing quality and authenticity to homes across the country.
Colors Palette
Packaging In this image, you can see how Chipilo maintains a consistent logo in its brand, which contributes to providing a distinctive identity to each of its products. They use the color yellow in their packaging.
Slogan
“El sabor y orgullo de México” Evaluation: This slogan evokes a sense of nationalism and authentic quality. It also highlights the importance of flavor. It is a solid and effective option.
Alpura Alpura Alpura, a Mexican dairy company founded in 1972, is distinguished by its commitment to quality and the wellbeing of families. They offer a wide range of dairy products, from fresh milk to derivatives, all produced with advanced technology and high food safety standards. Additionally, Alpura demonstrates a strong commitment to sustainability through responsible environmental practices and efficient resource management. Their focus on innovation and their roots in the community position them as not only leaders in the industry, but also drivers of the well-being of their consumers. In every product, Alpura delivers on its promise to nurture generations with excellence.
Colors Palette
Packaging In this image, you can see how Alpura maintains a consistent logo in its brand, which contributes to providing a distinctive identity to each of its products. They use distinctive colors on the packaging depending on the type of milk used.
Slogan
“El poder de la leche ” Evaluation: This slogan highlights the benefits and nutritional importance of milk. It is clear and direct
Competitors Summary Brand
Lala
Chipilo
Alpura
Colors
Blue, Green, Red
Yellow and Red
Blue and Sky Blue
Typography
Fantasi – Sans serif
Packaging They use the same logo on all their packaging “The name with a butterfly above” They use distinctive colors on the packaging depending on the type of milk used.
Feature that stands out
Constant innovation
Fantasi – Sans serif
They use the same logo on all their packaging “The name inside a figure” They use the color yellow in their packaging.
Artisanal techniques, high quality standards, sustainability and support for the local community.
Serif
They use the same logo on all their packaging “The cow with a butterfly above” They use distinctive colors on the packaging depending on the type of milk used.
The strong commitment to sustainability through responsible environmental practices and efficient resource management.
Competitors Colors Summary Colors that the competition has not used in their logos
Colors that the competition has not used in their logos
Colors that the competition has not used in their logos
Colors that the competition has not used in their logos
Buyer Persona
DESCRIPCIÓN María is a committed mother and a dedicated professional. She is aware of the importance of providing quality food to her family without compromising her budget. She has a bias towards local and sustainable brands due to her interest in protecting the environment and supporting the local economy.
GREAT FEARS:
María Rodríguez Age: 45 years Location: CDMX Occupation: Full-time job Marital status Married Children: Two children, ages 8 and 10
Fear that affordable products may not meet quality standards for your family. Concern about the environmental impact of brands that do not follow sustainable practices.
GOALS: Provide your family with high-quality food without exceeding your budget. Support brands that follow sustainable and local practices.
CHALLENGES:
COMMON OBJECTIONS:
Reconcile your career and family responsibilities. Find high-quality, affordable foods for your family. Maintain a balance between work and personal life.
May be concerned about the quality of products at low prices. May have questions about the availability and variety of Chilchota Foods products in your area.
HOBBIES AND INTERESTS: She likes to spend time in nature with his family. Enjoys cooking and likes to experiment with new foods and recipes. Actively participates in local groups that promote ecological practices and support for small producers.
FAVORITE COMMUNICATION CHANNEL: Social networks and blogs related to healthy and sustainable eating. Local discussion groups on ecological issues and support for local producers. Cooking, nature and news television programs.
BRAND GUIDELINES
HISTORY Chilchota, a Mexican brand rooted in Michoacán, specializes in the production of dairy-derived products. It stands out for its focus on freshness and customer satisfaction, employing traditional formulas that highlight the authenticity and excellence of its products.
02.
BRAND VOICE
The voice of a cheese brand, warm and timeless, emotionally connects with consumers by evoking tradition and authenticity. This familiarity establishes an emotional bond that fosters customer loyalty, highlighting the quality and craftsmanship of the products and building trust in the brand's uniqueness.
BRAND IDENTITY The mountains reference the artisanal products offered by Chilchota, and the pointed lines of the snow-capped peak provide strength and elegance to the brand.
brand
Summer DreamS a b c d e f g h i j k l m n o p q r s t u v w x y z 123456789 !”·$%&/(
slogan
Questrial
TYPOGRAPHY
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Typography for packaging or advertising
Basier ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqr stuvwxyz 123456789 !”·$%&/(
Athelas
ABCDEFGHIJKLMNOPQ RSTUVWXYZ abcdefghijklmnopqrst uvwxyz 123456789 !”·$%&/(
GRAPHICS
C: 2; M: 100; Y: 90; K: 0 R: 224; G: 9; B: 34 #E00922
COLOR PALETTE
C: 82; M: 9; Y: 100; K: 1 R: 19; G: 154; B: 57 #139A39
C: 29; M: 79; Y: 96; K: 29 R: 147; G: 64; B: 26 #93401A
brand with a slogan brand without a slogan symbol
The minimum size for a digital support is 15 PX and for a printed support the minimum size is 0.3 cm
name
VARIANTS
INCORRECT VARIANTS
COLOR USAGE
APPLICATIONS
References Alpura. (2023, September 29). https://alpura.com BESOBYLLYC. (2023). Novedades | Grupo Lala. https://www.lala.com.mx/novedades Chipilo. (2023, August 24). https://chipilo.com.mx Cox, L. K. (2015, October 2). What makes a slogan successful? [Infographic]. HubSpot Blog | Marketing, Sales, Agency, and Customer Success Content. https://blog.hubspot.com/marketing/slogan-tips Escudero, E. (2022, December 22). Normativas para el sector lácteo en Mexico ¿Que esperar en 2023? THE FOOD TECH Medio de noticias líder en la Industria de Alimentos y Bebidas. https://thefoodtech.com/normatividad-ycertificaciones/normativas-para-el-sector-lacteo-en-mexico-que-esperar-en2023/#:~:text=El%20sector%20lácteo%20en%20México%20es%20uno%20de%20los%20ámbitos,industria%20de%20 alimentos%20en%20México Grupo Lala. (2023). Marca. https://www.lala.com.mx Hoppe, M. (2020, August 31). 7 principles of Kick-Ass logo design. HubSpot Blog | Marketing, Sales, Agency, and Customer Success Content. https://blog.hubspot.com/insiders/logo-design-tips IMAGEN DIGITAL STUDIO IDS. (n.d.). Chilchota Alimentos S.A de C.V. https://www.chilchota.mx Oosterhout, F. V. (2021, 10). Como Crear el mejor eslogan para tu empresa - Jimdo. Blog de Jimdo para pymes. https://www.jimdo.com/es/blog/como-crear-uneslogan/#:~:text=Haz%20una%20promesa%3A%20crea%20confianza,las%20ambiciones%20de%20tu%20empresa