CHILCHOTA

Fernando Orozco Fabián

Design Literacy

Chilchota is a vibrant and authentic Mexican brand that o ers a diverse range of high-quality food products inspired by traditional recipes and avors. With a commitment to using only the freshest and most natural ingredients, Chilchota prides itself on delivering delicious and wholesome products that celebrate the rich culinary heritage of Mexico.

Chilchota products are available in supermarkets and specialty stores throughout Mexico, although the availability may vary depending on the location. Some of the major supermarket chains that carry Chilchota products include:

* Walmart

* Chedraui

* Soriana

* HEB

* La Comer

* Superama

* Bodega Aurrera

* Sam's Club

In addition to supermarkets, Chilchota products can also be found in specialty food stores and markets, as well as online retailers such as Amazon and Mercado Libre. It's worth noting that some of Chilchota's products, such as their salsas and hot sauces, are often stocked in the international or ethnic food sections of supermarkets

The logo redesign comes from the necessity to simplify the image of the brand but still make it recognizable to our old publics as well as adapt it to make it more inviting for new customers. We also kept in mind the use of the logo in other instances such as social media and print media.

COMPETITORS

When analyzing the competitive landscape of a company, it is important to identify the most direct competitors, those that o er similar products or services. In this case, it is clear that the most direct competitors for the company in question are Alpura and LALA. This is due to the fact that both Alpura and LALA are well-established companies in the Mexican dairy industry, and they o er a broad range of dairy products that directly compete with those of the company. Overall, while Alpura and LALA may pose a signi cant threat to the company's market share, by understanding the competition and developing a strong strategy, the company can position itself for success in the Mexican dairy industry. Chilchota has the competitive advantage of o ering more than just cheeses, with salsas, caramel, candy and refreshing beverages we pride ourselves in o ering unique avors.

COMPETITOR CHART

BRAND PRODUCTS AVAILABILITY

- Milk: Lala o ers di erent types of milk, such as whole milk, skimmed milk, and lactose-free milk.

- Yogurt: Lala produces a wide range of yogurt products, including plain, avored, and Greek-style yogurts.

- Cheese: Lala o ers a variety of cheese products, including fresh cheeses, hard cheeses, and shredded cheeses, among others.

- Cream: Lala sells di erent types of cream, such as table cream, sour cream, and whipped cream.

- Juices and drinks: Lala produces and sells a variety of juices, avored water, and other beverages, such as milk-based drinks and smoothies.

- Fresh cheeses: Quesos Caperucita produces di erent types of fresh cheeses, such as panela, queso fresco, and requesón, among others.

- Aged cheeses: Quesos Caperucita o ers a variety of aged cheeses, such as Cotija, Oaxaca, and Chihuahua, among others.

- Processed cheeses: Quesos Caperucita sells processed cheese products, such as sliced cheese, cheese spreads, and cheese dips, among others.

- Specialty cheeses: Quesos Caperucita produces specialty cheese products, such as goat cheese, blue cheese, and brie, among others.

- Milk: Alpura o ers di erent types of milk, such as whole milk, skimmed milk, and lactose-free milk.

- Yogurt: Alpura produces a wide range of yogurt products, including plain, avored, and Greek-style yogurts.

- Cheese: Alpura o ers a variety of cheese products, including fresh cheeses, hard cheeses, and shredded cheeses, among others.

- Cream: Alpura sells di erent types of cream, such as table cream, sour cream, and whipped cream.

- Juices and drinks: Alpura produces and sells a variety of juices, avored water, and other beverages, such as milk-based drinks and smoothies.

- * Butter: Alpura o ers di erent types of butter products, such as regular butter and spreadable butter

- Walmart

- Chedraui

- Soriana

- HEB

- La Comer

- Superama

- Bodega Aurrera

- Sam's Club

- Walmart

- Soriana

- Chedraui

- La Comer

- HEB

- Superama

- Bodega Aurrera

- Sam's Club

- Walmart

- Soriana

- Chedraui

- HEB

- La Comer

- Superama

- Bodega Aurrera

- Oxxo

- 7-Eleven

- Tiendas Alpura (direct from the company)

BUYER PERSONA

NAME:

Alejandra Gutierrez

AGE:

35 years old

LOCATION:

Mexico City, Mexico

OCCUPATION:

Marketing Manager

DEMOGRAFIC INFORMATION:

Rosa is a successful 35-year-old professional who lives in Mexico City. She has no children, but is engaged to her partner and plans to get married in the next two years. She likes to travel, try new restaurants and spend time with friends and family.

BEHAVIOR:

Rosa loves to cook and experiment with new ingredients and avors in her kitchen. She is passionate about cheese and always looks for high-quality products with a unique avor. She is always on the lookout for new artisanal cheese brands and likes to share her discoveries with friends and family. Rosa also values sustainability and social responsibility, so she prefers local and ethically sourced products.

NEED & WANTS:

Rosa is looking for high-quality cheeses with a unique avor, preferably locally sourced and with sustainable practices. She would like to nd a brand that o ers a wide variety of artisanal cheeses of di erent types and avors that can be used both for cooking and enjoying at her table. She also values convenience and accessibility, so she prefers products that can be easily found in convenience stores or supermarkets.

CHALLENGES:

Despite her passion for cheese, Rosa doesn't always have time to search for new brands and products. She may also be hesitant to try new avors if she's not sure about the quality of the product. In addition, she may be concerned about the costs and availability of high-quality products in her area.

HOW CAN CHILCHOTA HELP:

Chilchota can o er Rosa a wide variety of high-quality artisanal cheeses produced locally with sustainable practices. The brand can emphasize its commitment to quality and social responsibility, as well as its wide variety of cheese types and avors. Chilchota can also highlight its accessibility and availability in convenience stores and supermarkets, and o er an easy and cv shopping experience. Additionally, Chilchota can o er Rosa recipes and ideas for cooking with their cheeses, helping her expand her creativity in the kitchen.

BRAND STORY

Since 1968, the company has supplied Mexican families' tables with the best quality, freshness, and delicious tasting products, which has turned Chilchota into a national tradition. The company had a vision of producing high-quality cheeses that re ected the rich avors and traditions of the region. Using traditional techniques and locally sourced ingredients, they began producing a variety of cheeses that quickly gained a loyal following.

As their reputation grew, Quesos Chilchota expanded their operations to other parts of Mexico, but they never lost sight of their commitment to quality and tradition. They continued to use traditional methods and only the freshest ingredients to produce their cheeses, always striving to create unique and delicious avors that set them apart from other brands.

Today, Quesos Chilchota is recognized as one of the leading artisanal cheese brands in Mexico, with a wide variety of cheeses that are beloved by cheese lovers across the country. They remain committed to their founding principles of quality, tradition, and sustainability, and continue to innovate and push the boundaries of what's possible in the world of artisanal cheese-making.

LOGO

An isologotype, also known as a logotype or combination mark, is a type of logo that combines both text and graphic elements to create a distinctive brand identity. In the case of the Chilchota logo, the text reading "Chilchota" is the logotype, while the complementary graphics surrounding the text are the isotope.

The use of complementary graphics in the Chilchota logo is important for several reasons. Firstly, it helps to reinforce the brand identity by incorporating visual elements that are associated with the previous logo. This creates a sense of continuity and familiarity for existing customers while also allowing new customers to quickly identify the brand.

Secondly, the graphics around the text serve a functional purpose by enhancing the legibility and visual impact of the logotype. The use of complementary colors and shapes helps to draw the viewer's eye to the text, making it easier to read and remember.

Finally, the combination of text and graphics in the Chilchota logo creates a unique and memorable brand identity. The logo becomes more than just a name; it becomes a visual representation of the company's values, personality, and products or services. As such, an isologotype like the Chilchota logo can be an e ective tool for building brand recognition and loyalty

COLOR PALLETE

RGB: 193, 40, 45

HSL: 0.99, 0.66, 0.46

HSV: 358°, 79°, 76°

CMYK: 0.00, 0.79, 0.77 0.24

XYZ: 23.2248, 13.0445, 3.7764

Yxy: 13.0445, 0,5800, 0.3257

RGB: 49, 74, 159

HSL: 0.63, 0.53, 0.41

HSV: 226°, 69°, 62°

CMYK: 0.69, 0.53, 0.00 0.38

XYZ: 9.9734, 8.0537, 33.8298

Yxy: 8.0537, 0.1923, 0.1553

The brand primary color is a shade of dark red (c1282d) however when placed in packaging it should be placed on a white background with details added in the same shade of red and dark blue (314a9f). It can also be used in black.

TYPOGRAPHY

The text of the logo is done with the font KENYAN COFFEE and it is stylized to t the paramets of the logo and recall on the font of the precious logo

TONE AND VOICE

Tone:

The tone for Chilchota could be described as friendly, approachable, and down-to-earth. This tone should communicate a sense of warmth and familiarity to the audience, making them feel welcomed and valued. Chilchota should aim to be perceived as an approachable and easy-to-relate-to brand.

Voice:

The voice for Chilchota should re ect the brand's values of tradition, quality, and authenticity. This voice could be characterized as con dent, knowledgeable, and passionate, with a focus on showcasing the brand's expertise and attention to detail. Additionally, the voice should be conversational and relatable, avoiding overly technical language or jargon.

Overall, the tone and voice for Chilchota should aim to establish a strong emotional connection with the audience by presenting the brand as trustworthy, knowledgeable, and approachable. By doing so, Chilchota can create a loyal customer base that sees the brand as a reliable and authentic source for its products or services.

MOCKUP