CHILCHOTA REBRAND

CHIL HOTA C

Laura Silvia Ponce Zaleta Design Literacy Second semester

Chilchota is a brand of cheese of Mexican origin produced in the state of Michoacán and has created a prestigious reputation among consumers in the area. This brand offers a wide range of cheeses including queso fresco, panela, ranchero, asadero, oaxaca, among many others. Consequently, Chilchota has stood out for its high quality and artisanal production process, which has been a key factor in achieving its notorious success in the market.

Chilchota cheeses can be found in several stores and supermarkets in Mexico, both physically as well as Some of the stores where Chilchota cheeses can be found include:

• Walmart

• Soriana

• Chedraui

• La Comer

• Bodega Aurrerá

• Superama

• Sam's Club

• Costco

With regard to marketing and advertising strategies, each of the brands within the dairy industry has tried to find different approaches in order to distinguish itself and meet the needs of the competition and thus attract consumers. Among the most viable strategies are the following:

Chilchota's objective is to promote its artisanal production processes and its emphasis on cheese quality to attract consumers who are looking for high-quality and genuine products. For their part, Alpura and Lala could find themselves making use of their strong market presence in order to offer competitive prices and special offers to appeal to consumers looking for high-quality products at a reasonable price. Nochebuena, in turn, could be focused on those fans of artisanal cheese and emphasize its quality and real flavor in cheese making.

In conclusion, the cheese market can be considered highly competitive, each brand is using a wide range of strategies in order to attract consumers. Chilchota has distinguished itself for its artisanal production and high-quality cheese work.

This market study was of great help to take into account all the important points to create a redesign of the CHILCHOTA logo since it was not eye-catching, not recognizable or easy for people to remember, and also very expensive because of its wide variety of colors within its palette. So we decided to make a new design that was eye-catching, beautiful, easy to remember, that would look good on any media platform and of course in all their products, all this according to the market, and cheaper for its reduced color palette.

Old logo

New logo proposal

COMPETITORS

The Mexican cheese industry is highly competitive, and brands such as Chilchota, Lala, Nochebuena, and Alpura compete for consumers' favor. Each brand offers a variety of high-quality cheeses and uses marketing and advertising strategies to differentiate itself from the competition. Chilchota has earned a reputation for its artisanal production process and cheese quality, while Alpura and Lala have a broad market presence and offer a wide variety of products. Nochebuena has focused on producing high-quality artisanal cheese and promoting its focus on authentic cheese flavor. Overall, the competition among these brands has led to a steady improvement in product quality and has offered consumers a wide variety of options to choose from, but Chilchota has a big plus point in that it not only has a wide variety of dairy products but also juices, sauces, and some sweets.

Logo palette color:

• Chilchota: Its logo uses yellow, blue, green, brown, white, black and red into its color palette.

• Lala: Its logo uses the colors blue, red and white.

• Alpura: Its logo uses the colors blue and white.

• Nochebuena: Its logotype uses the colors red and blue.

Products:

• Chilchota: It has a wide variety of products such as cheeses, sauces, soft drinks, creams, butters and margarines, sweets and cajeta, milk, and yogurts.

• Lala: It offers a wide variety of milk, yogurts, cheeses, creams, butters, dairy desserts, dairy drinks.

• Alpura: Alpura offers a wide variety of milk, cheese, yogurt, cream, butter, dairy desserts and dairy drinks, just like LALA.

• Nochebuena: is at a slight disadvantage as it concentrates solely on selling a variety of cheeses and butter.

Claudia Perez, Kindergarten Teacher

Title: Kindergarten Teacher

Decision-Maker: Yes

Industry: Education

Age: 38

Salary: 216,000 per year

Education: Pedagogue

Socioeconomic level: Medium to High

Location: Urban and Suburban areas

Buyer Person

Behavior:

• Frequency of purchase: Weekly or Biweekly

• Purchase purpose: Daily consumption at home, preparation of dishes and gifts

• Select varieties: Queso fresco, Panela cheese, Oaxaca cheese, Goat cheese, and Manchego cheese

• Preferred brands: National and Regional brands and popular international brands such as Lala and Nochebuena

Interests and Values:

• Look for quality products at reasonable prices

• Good in cooking and gastronomy

• Preference for natural and organic products

• Value the comfort and convenience of supermarkets

Goals:

• Provide healthy and delicious meals for herself and her family

• Impress her friends and family with her cooking skills

• Save time and money while shopping for groceries

Challenges:

• Finding high-quality cheese at a reasonable price

• Limited time for grocery shopping due to work and personal commitments

• Difficulty in choosing the right type of cheese for a particular dish

How we can help:

• Offer a wide variety of high-quality cheese at reasonable prices

• Provide online and in-store shopping options for convenience

• Offer guidance and suggestions for choosing the right type of cheese for a particular dish

• Provide recipes and cooking tips to help Claudia impress her friends and family

Messaging Strategy:

• Highlight the quality and variety of our cheese products

• Emphasize the convenience and affordability of our shopping options

• Showcase our expertise in cheese and cooking through recipes and cooking tips

• Use social media to engage with Claudia and provide personalized recommendations and assistance.

CHILCHOTA STORY

Chilchota is a Mexican company dedicated to the production of cheese and other dairy products. The company was founded in 1943 in the municipality of Chilchota, Michoacán, Mexico, hence its name. Owes its name to Chilchota, Michoacán, the place where Don Ernest o Herrera Zavala was born. Father of Don Carlos Herrera Araluce, Founder and Chairman of the Board of Directors.

Initially, Chilchota focused on the production of Cotija cheese, which is a typical cheese of the Michoacán region. However, over time the company expanded its product range and began to produce other cheeses such as Panela, Chihuahua, Oaxaca, Ranchero, and Azul, as well as butter and cream.

Today, Chilchota is recognized for the high quality and distinctive flavor of its cheeses and has become a highly respected and popular brand throughout Mexico. The company continues to operate from its original plant in Chilchota and remains a family-owned business and is located in the heart of Durango's laguna region, located in the center of Mexico. Its location allows it to be the obligatory passage of important highway crossings, being a strategic point for its proximity to the northern border. This generous region has allowed the development of one of the most prosperous dairy basins in the country, as well as other important economic activities, committed to producing quality dairy products to meet the needs of consumers throughout the country.

CHIL HOTA C

A good logo is important because it is the visual representation of the identity of a brand or company. It is the first impression of a company and can influence the public's perception of it.

A good logo must be memorable, distinctive, and versatile, which means that it must be easy to recognize and remember, even in small sizes, in black and white, or on different backgrounds. It should also reflect the personality of the brand or company, its values, and its purpose.

For this reason after conducting the market research we focused on creating a character that would be in charge of representing the brand, in this case, we created Chilita, a friendly-looking cow that could represent our brand Chilchota. Chilita is centered inside a complementary border in which the edges are rounded and without spikes because we want to inspire trust and friendliness.

One of the purposes of this logo is to attract the attention of buyers and create not only an image that they will remember but also that they will like and that will attract their attention enough to buy it, for this reason, we made greater use of yellow and red colors to make it easy to perceive and remember. All this uses a palette of these perfect tones to look a little more aesthetic and elegant.

The goal we have with our logo is to make it a powerful tool to communicate the identity of our brand/company, build its image and establish an emotional connection with the target audience.

COLOR PALETE

TYPOGRAPHY

TONE OF VOICE

The tone we use within the cheese and dairy brand CHILCHOTA tells us that it is a friendly brand, with a warm and friendly family atmosphere, cozy and appetizing. Chilchota identifies itself as a transparent company that works passionately for artisanal products with natural and fresh ingredients of good quality and taste of the products that have been offered to us for years. The voice of CHILCHOTA is reflected in the personality, quality, roots, and values of the company establishing a personal and more natural connection with its public.

Objectively I can say that the tone and voice of the company CHILCHOTA are authentic, with more personal and natural relationships with its public establishing a close and trusting atmosphere through its products.

Don’t change colors

IMAGE GUIDELINES

Don’t modify the order of the colors

Don’t distort the shape of the logo

Don’t remove elements of the logo

You can change the nambe of this part of the logo

CITATIONS

Anonimus. (n.d.). Grupo Lala. Lala. Retrieved March 16, 2023, from https://www.lala.com.mx/nuestras-marcas/lala/?category=Quesos

Anonimus. (n.d.)./humnas.txt. (n.d.). Quesos Nochebuena: El Buen Queso. Nochebuena. Retrieved March 16, 2023, from https://ww w.quesosnochebuena.com/

Productos | Alpura®. (n.d.). Retrieved March 16, 2023, from https://alpura.com/

Studio, I. D., & Ids, I. D. S. (n.d.). Chilchota Alimentos S.A DE C.V. Chilchota Alimentos S.A de C.V. Retrieved March 16, 2023, from https://www.chilchota.mx/nosotros