Luciana Alvarado Briceño
Producción Publicitaria Digital
INTRODUCTION
Chilchota is a Mexican brand with years of experience in the dairy industry, recognized especially for its quality cheeses. Founded in northern Mexico, it has gained consumer preference thanks to its commitment to authentic and fresh products that preserve traditional flavors. Its focus on quality and accessibility has made Chilchota a reliable option in Mexican homes, standing out in a competitive dairy market.
Redesign Objective
The objective of this project is to modernize the Chilchota logo to strengthen its connection with today's audience, while maintaining the key elements of its traditional identity. We seek to achieve a design that reflects the authenticity and quality that characterizes the brand, but that also attracts new generations of consumers.
Research Summary
For this redesign, an exhaustive investigation was carried out that included social media analysis, current Chilchota packaging, and a review of the competition in the dairy market in Mexico. This process allowed us to identify trends and visual preferences that will help create a more attractive and relevant logo design, aligned with the expectations of the Mexican consumer.
Redesign Rationale
The proposed changes to the logo focus on updating Chilchota's colors and typography, inspired by current trends in the dairy sector that seek to convey freshness and authenticity. The selected colors evoke the naturalness and quality of the product, while the typography provides a modern style but respectful of the traditional identity of the brand.
Resources
ImagenDigitalStudio &IMAGENDIGITALSTUDIOIDS (s/f) ChilchotaAlimentosSAdeCV Chilchotamx Recuperadoel3denoviembrede2024,dehttps://wwwchilchotamx/quesosphp TendenciasdelconsumodelácteosenMéxico:unanálisisdetalladodelaspreferenciasdelconsumidorysuimpactoenlaindustria (2024) THEFOODTECH-MediodenoticiaslíderenlaIndustriadeAlimentos yBebidas.https://thefoodtech.com/tendencias-de-consumo/tendencias-del-consumo-de-lacteos-en-mexico-un-analisis-detallado-de-las-preferencias-del-consumidor-y-su-impacto-en-la-industria/ Tendencias alimentarias mundiales: Insights y preferencias de los consumidores (2024, junio 20) Innovamarketinsightscom; Innova Market Insights https//wwwinnovamarketinsightscom/es/tendencias/tendencias-alimentarias/
COMPETITORS
A comparison of Chilchota with other cheese brands in Mexico, such as Lala, Nochebuena, and Esmeralda, was made to better understand the dairy market and consumer visual preferences. This analysis helps identify distinctive elements and design trends in the sector.
Competition Chart
Analysis
Lala: Sober and modern, focused on a wide audience. The simplicity of its design and the use of sansserif typography reinforce an image of confidence and freshness.
Nochebuena: Go for a traditional style with serif typography and symbols related to tradition, which resonates with consumers looking for authenticity.
Esmeralda: Use colors such as green and gold to convey elegance and exclusivity, with a cursive typography that appeals to a premium market.
Conclusions
For the redesign of Chilchota, colors that evoke freshness and confidence will be integrated without losing authenticity. A modern but classic typography will be chosen to balance tradition and current appeal. We will avoid elements that are too ornate or associated with exclusivity to maintain the accessibility that defines the brand.
Lala White, Blue Sans-Serif Moderna Butterfly Plastic container
Nochebuena Red, Blue Serif Clasic Stylized flower Plastic Container
Esmeralda Green, Blue, Red Elegant Cursive Church Plastic container
BUYER PERSONA
The typical buyer of Chilchota cheese is a person looking for quality dairy products that reflect tradition and authenticity, while remaining accessible for their family's daily consumption.
Detailed Profile
Name: Ana
Age: 30 years
Location: México
Characteristics: Ana prefers good quality products that are reasonably priced. As a consumer, she especially values the authenticity and tradition of the brands she chooses, looking for products that are reliable and nutritious for her family.
Purchase Motivation: Ana buys Chilchota cheese for its flavor, quality and affordable price, key factors that convince her that this product is suitable for family consumption.
Visual Design
Incorporate images of families or adults enjoying cheese in everyday meals. This visual resource will help highlight the value of Chilchota as a reliable and delicious choice in the home, emphasizing its role in family nutrition and shared moments.
THE BRAND STYLE GUIDE.
This style guide establishes the essential visual elements that define Chilchota's brand identity, ensuring a coherent and recognizable presentation at all points of contact with the consumer.
Brand History: Chilchota represents tradition and quality in the Mexican dairy market. Since its founding, it has stood out for offering authentic products that preserve the traditional flavor and are accessible to consumers.
Logo
Typography
Hops And Barley C2 Regular
Image Guidelines
Chilchota's logo for its cheese line features a rustic and traditional design, with mountains at the top representing the Durango region. It uses a regular hops and barley c2 font that conveys reliability and authenticity, while the use of black and white reinforces its sober and timeless style. The circular shape of the logo encapsulates all the elements, projecting an image of quality and connection with nature, ideal for a brand that values its roots and tradition in the dairy market.
Tone of Voice
Chilchota's tone of communication is close, reliable and focused on highlighting tradition and quality. The aim is to connect emotionally with consumers, transmitting a warm and accessible message that reaffirms the family identity of the brand.
Color Palette