Pachamama

Celebrating the rich heritage and superior quality of Venezuelan cacao.

Pachamama

2024
ArtCenter College of Design

Deliverables:

Brand Identity
Packaging Design
Research & Strategy
Concept Development

Project Overview

Pachamama is a hypothetical chocolate brand that celebrates the unique flavors of Venezuela through premium cacao. Inspired by the diversity of Venezuela, each bar offers a journey into the rich traditions and regional flavors of the country. By capturing the essence of the ingredients, the people, and the land from which it originates, Pachamama is committed to fostering sustainable practices that promote growth and provide job opportunities within Venezuelan communities.

Deep Research

To inform my design, I conducted extensive research on competitor brands. I performed audits of their visual identities and product offerings, then positioned them on a competitive matrix. Additionally, I developed a persona to represent my target audience, ensuring a user-centered approach. These explorations enabled me in the development of a chocolate brand and packaging that is innovative and rooted in culture, guided by my initial keywords and market analysis.

Sketching & Iterations

In the initial sketching phase, I explored a variety of visual directions for the brand. As I refined my ideas, I decided on a gridded layout to organize information and content in a cohesive, elegant, and handcrafted manner.

Prototyping the Envelope

I experimented with various physical prototypes before deciding on an envelope box design that opens like a gift, underscoring the elevated qualities of the chocolate brand as a premium export product. I then prototyped the envelope using various types of papers until I decided on a craft like texture, complemented by a separately printed label that serves as the opening and closing mechanism. This design choice enhances the handmade and artisanal look and feel of the product, emphasizing the brand's commitment to quality and craftsmanship.

The Pachamama Brand

I developed a refined brand identity and a gridded brand system inspired by handmade artisanal products, such as Latin American coffee bean bags. This system is paired with naturally tinted patterns and a stamped illustrated logo, which add depth and personality to the clean, structured aesthetic. This combination ensures that the brand is both visually engaging and true to its artisanal roots.

Rooted in Land

To finalize the project, I prototyped my design using craft paper for the construction of the envelope and inkjet printing on white cardstock for the label. I then photographed the product, incorporating elements and photography that evoke the essence and atmosphere of the Venezuelan experience. This approach not only showcased the product but also reinforced the brand's connection to its cultural and geographical roots.

Previous

Next