America Corona Mina Minor in Advertising/ Assignment 3
Who is chilchota? In the Mexican culinary world, dairy products play a vital role in the creation of delicious and authentic dishes. Chilchota, a company dedicated to the production of organic dairy products, was founded by Carlos Herrera Araluce, a native of Michoacán, and has embraced both the richness of its place of origin and the gastronomic tradition of Mexico as a whole. Statistics from the Agricultural and Fisheries Information Service (SIAP) indicate that bovine milk is one of the mainstays of national livestock production, underscoring the importance of dairy in the Mexican diet. According to data from the Ministry of Agriculture, dairy products are essential for food security in Mexico, emphasizing their relevance in the lives of the population, especially Mexican families. Chilchota has demonstrated its commitment to producing high-quality organic dairy products and has obtained certification as "INDUSTRIA LIMPIA" through PROFEPA. This achievement speaks not only to their commitment to sustainability but also to their strict adherence to hygiene and safety standards in production. Chilchota's clean production provides a transparent perspective on its natural and organic products, setting it apart in a highly competitive market. In this context, the redesign of Chilchota's logo draws inspiration from its roots: Michoacán, the homeland of its founder, and the Mexican flag, which represents the brand's slogan, "The Cheese of Mexico." This new design aims to establish a connection between the brand's origin and the distinctive colors of the Mexican flag, emphasizing that the products are both of and for Mexicans. Through this redesign, homage is paid to the brand's creator and the loyal families who consume its products.
Competitors The next chart will contain three key competitors of Chilchota in the cheese category, Sigma (La Villita), Lala, and Alpura, each known for different aspects in their dairy product offerings. In this comparison, we will explore the aspects that make these three Mexican brands unique in the cheese category, considering their distinctiveness in their logos and packaging presentations. This will be rated from 1 to 5 ticks. BRAND
EASILY IDENTIFIABLE COLORS
CONSISTENCY IN RELATION TO THE LOGO AND SYMBOLISM
ALPURA
(CARRANCO)
LALA
LA VILLITA
highest rating 5 ticks
VARIETY OF COLORS IN THE PACKAGING BY CHEESE TYPE
LOGO LENGTH AND ADAPTABILITY TO THE PACKAGING
LIFESTYLE: Interests: Passionate about Mexican cuisine and cooking, especially with a focus on traditional dishes. Hobbies: Enjoys experimenting with new Mexican recipes, tending to her home garden, and hosting family gatherings. Values: Strong family values, a desire to learn and grow, and a commitment to providing her family with nutritious and delicious meals.
PROACTIVITY AND LEARNING: Maria is proactive in her approach to homemaking and continuously seeks to expand her culinary skills. She actively seeks new recipes and cooking techniques, and she values high-quality ingredients like Chilchota dairy products in her cooking.
HEALTH CONSCIOUSNESS: Maria is a dedicated consumer of dairy products and firmly believes that dairy is a vital source of essential nutrients for her family. She views dairy, including Chilchota products, as a supplier of a healthy diet. Her strong commitment to dairy consumption is based on her belief that it provides essential nutrients like calcium and protein that are necessary for her family's well-being.
LAURA ESCOBEDO DEMOGRAPHICS: Age: 36 years old Gender: Female Location: Urban area in Jalisco Family: Married with three children
OCCUPATION:
Education: Completed high school Occupation: Homemaker
Bmeditores.Mx.(nd) La leche, un alimento básico en la despensa de los mexicanos en esta cuarentena Retrieved October 20, 2023, from https://bmeditores.mx/ganaderia/la-leche-un-alimento-basico-en-la-despensa-de-los-mexicanos-en-esta-cuarentena/ EMR (n.d.) Mercado lácteo de México, crecimiento, análisis 2023-2028. . Informesdeexpertos.com. Retrieved October 20, 2023, from https://www.informesdeexpertos.com/informes/mercado-lacteo-de-mexico
The Brand Style Guide 1. BRAND STORY Chilchota, deeply rooted in its Mexican origins, has become an irresistible choice for consumers, encouraging them to discover and enjoy organic and clean dairy products. This company places a strong emphasis on sustainable and hygienic production, resulting in tastier foods and the preservation of essential proteins and vitamins that strengthen the diets of Mexicans, who are its primary consumers. In the vast market of the Mexico City metropolitan area, Grupo Chilchota has earned a prominent preference due to the unparalleled quality of its products. Now, with the redesign of Chilchota, the aim is to simplify and enhance the memorability of its name and symbol. In its previous design, Chilchota incorporated both text and an image of a field, which could dilute the Mexican essence of its origin. Furthermore, this previous design placed it in direct competition with the brand "La Vilita," which also featured a field and a small town in its logo. This similarity could cast Chilchota in the shadow of its competition. The purpose of this redesign is symplicity national: to infuse Chilchota with a simple and memorable essence. By incorporating the colors of Mexico and the initial of its creator's place of origin, "Michoacán," the goal is for Chilchota's logo to be an authentic reflection of its Mexican identity, a reminder of its commitment to quality and the culinary heritage of Mexico, and, ultimately, an ongoing invitation to savor exceptional dairy products.
2. LOGO
NEVER use black and white filter, this will eliminate de essence of the mexican flag
Never use filters that distort the colors of the Mexican flag, as it can lead to a misrepresentation in the eyes of society and may be considered a sign of disrespect to the national symbol.
EL QUESO DE
MÉXICO
In the case of using the logo on very small packaging, the "M" of Michoacán is automatically modified to preserve the "symbolism of the flag," this may help avoid any confusion with an Italian flag.
The logo is designed to be placed on flat surfaces, making it easy to read, and the colors help preserve the organic essence of Chilchota's products.
3. COLOR PALETTE
Primary colors PMS
Neutrals
RGB code CMYK
RGB code CMYK
4. TYPOGRAPHY
The choice of PlaybillFont as the typography for the Chilchota brand is justified by its ability to convey the appearance of a rural setting in Mexico. The style and thickness of PlaybillFont add a rustic and authentic touch that resembles the aesthetic of a Mexican hacienda or a rural environment in Mexico, where the beginnings of Chilchota originated.
5. IMAGE GUIDELINES
Logo: PlaybillFont is exclusively used for the Chilchota logo. It should be applied proportionally to ensure that the brand name is easily recognizable on any packaging. The font size can be adjusted to accommodate different sizes while maintaining legibility. Therefore, let's remember that the redesign is done to carry the Chilchota brand in a simple and identifiable manner in which homemakers can identify easily. Colors: To maintain the brand's integrity, use colors inspired by the Mexican flag and the rustic charm of Michoacán, such as red, white, and green, along with the Playbill font. This combination creates an attractive and memorable visual identity for Mexican consumers. Consistency: Use Playbill consistently in all brand materials, including packaging, labels, websites, social media, and promotional content, as this will help us reinforce the recognition of the Mexican brand.
EL QU ESO DE MÉ X IC O
6. TONE OF VOICE Exemplary Messages: "Chilchota, the cheese of Mexico: Where authentic flavor meets the natural sustainability of its ingredients." "Our culinary tradition merges with families' passion for distinctive organic products in every Chilchota item." "Mexican flavor, food quality on your table: That's what Chilchota represents." Keywords: Chilchota: The brand's very name highlights its authenticity and Mexican origin. "The cheese of Mexico": A slogan that underscores Chilchota's significance in cheese production in Mexico, making it an authentically Mexican product. Organic: Emphasizes Chilchota's commitment to the production of natural and healthy foods, which entails hygienic production. Sustainable: Highlights the brand's focus on sustainability and environmental respect in its dairy production. Mexican flavor: Conveys the authenticity and deliciousness of Chilchota's products in the diets of Mexican families. Culinary art: Demonstrates dedication and craftsmanship in Chilchota's dairy product production for families who prepare their recipes with Mexican ingredients. Family: Reflects the importance of Chilchota in the diets of Mexican families. What to Do: Use language that emphasizes Chilchota's authenticity and Mexican origin. Clearly and directly communicate the brand's values of sustainability and organic practices in dairy production. Emphasize excellence in production and authentic flavor in every message, prioritizing the integrity and representation of Mexican consumers, especially the homemakers responsible for providing meals to their families. What Not to Do: Avoid using language that is confusing or contradictory in relation to sustainability and organic values, implying the use of many chemicals in production. Do not neglect the importance of authenticity and Mexican flavor in advertising, as failing to preserve the value of culinary art in Mexico may lead people to perceive it as just another product. By following these guidelines, you can create a language that faithfully reflects Chilchota's personality and values, particularly among homemakers who are in charge of the food that reaches the table. This contributes to effective communication and the establishment of a strong brand identity through the dairy products offered by Chilchota.