Clara Goretti Erdmann
Diaz Barreiro Design Literacy Course
Clara Goretti Erdmann
Diaz Barreiro Design Literacy Course
Introduction
Quesos Chilchota el queso de Mexico
After extensive research; taking into consideration “Don” Carlos Herrera Araluce and all he did for Gomez Palacio;
without deviating from the previous logo; considering the current trends and favorable tendencies towards the brand; and hoping this is a cohesive and complete re-design;
We are honored to present the Quesos Chilchota logo re-design.
Competitors
Features Chilchota Esmeralda Yoplait Pricing Product Quality Reputation Visual Representation Committed to Sustainability High-Quality Socially Responsible on a scale from 1 to 10 8 8 6 6 9 7 9 6 9 9 8 9 8 9 7 9 8 7 8 9 8 7 8 9 8 8 8 9 Grupo Lala
... from all ages and backgrounds
... that value traditional and sustainable farming
... who are environmentally conscious
Target Audience
... that appreciate high-quality dairy products
... who prioritize taste over convenience or price
M ia Age: 38
Occupation: Marketing Manager
Location: Mexico City
Family Status: Married with two kids
Goals and values: Maria believes good food is essential for a happy and fulfilling life. She wants to provide her family with the best food while supporting sustainable agriculture.
Buyer Persona
Challenges: As a busy working mom, Maria often finds herself lacking in time to prepare healthy and delicious meals to her family. She is also cautious about choosing prodcts that are authentic and high-quality at the market.
How Quesos Chilchota help: Resonating with Maria’s values, making her trust the brand’s quality and providing easy-to-make recipes on our social media.
People...
Brand Style GUIDE
Quesos Chilchota begun in the town of Gomez Palacio, Durango. A group of small-scale dairy farmers shared a passion for producing high-quality milk and cheese using traditional methods that had been passed down through generations. These farmers recognized the value of their cultural heritage and wanted to ensure that their traditions would be preserved for future generations. They believed that by working together, they could create a sustainable source of income for local farmers while upholding their traditional practices.
So, they banded together to create Quesos Chilchota, a dairy company that would uphold traditional dairy production methods and provide support to small-scale producers in the region. They started small, producing and selling their dairy products locally, but as word spread about their exceptional quality and authentic flavors, demand for their products grew.
Today, Quesos Chilchota is a trusted and respected brand in the Mexican dairy industry. Its commitment to sustainability, traditional production methods, and supporting local farmers has helped to establish it as a leader in the industry. And its products, known for their rich, authentic flavors, continue to be treasured by customers throughout the region.
Brand Story
Logo
Market research has shown that simplicity and cleanliness reflect a high-quality brand that can be trusted.
The variation of tones in the logo is being placed to represent Mexican culture.
Quesos Chilchota prides themselves of being “El queso de Mexico”. For this reason, colors that represent Mexican culture the most have been selected. To distinguish, blue logo will be used for milk and yoghurt. Pink logo will be used for cheese and margerine. Orange logo will be used for juices, similar drinks and candy. Green will be used for sauces.
The original font for “Chilchota” has been kept, staying true to the brand and previous logo. New font in “quesos” is being mplemented to show high-quality and elegant characteristics Many details, such as mountains, have been removed to make the logo look cleaner. Research showed these details did not help customers relate to and remember the brand.
The logo can be taken out and implied by the variation of colors and tones used in the logo, however including it is recomended.
Color Palette
Blue #92DFF4
Pink #F672CD
Shades of colors may vary in opacity, lightness or darkness.
Orange
#FE8341
However, colors should not be modified as to appear a different color or being warmer or colder. Only exceptions, colors already used in re-designed logo.
Green
#75BC43
The font selected for the re-design are the following
At the logo
Font: Impacy
Sample
Font: Retro Signature
Sample
Elsewhere
At the packaging
Font: Source Sans Variable
Font: Times New Roman Sample
Font: Sign Painter
Sample
There might be ocassions were different fonts may be used at the packaging. Such examples inlcude the packaging for greek yoghurt. However, they need to be subjected to revision; this to determine if they might be appliable or not. The font of the logo may not be subjected to any changes.
Typography
Image Guidelines
The logo should not be distorted in any way. It should be placed on the top of the image/packaging and centered.
Images such as the “sellos” shall be placed on the top right corner as indicated, by “Secretaria de Salud”.
No complex photograph/figure that might harm the simplicity of the image of the brand may be placed before being submitted to previous revision.
We do not limit our products to reach what we researched will be our target audience. For this very reason, the tone of voice in all the brand’s media and packaging should be ...
Simple To the point Formal Lightness
Voice Tone of
have a to it
Mock Ups
Juice Tangerine $13.33 at local stores
Yogurt Greek $12.00 at local stores
