Mexican Cacao: Cultural heritage
This brief allows for the design and production of packaging and branding for a Mexican chocolate company. Packaging design is the main focus, and the overall branding and feel of the company will become apparent throughout the packaging. The cacao bean is native to Mexico, and so chocolate in all it’s various forms is one of the main components that make up Mexican daily life. It was originally used for medicinal purposes, and was an integral part of Mayan culture.
As cacao is so important to Mexicans, it is important to take into account how the chocolate will be packaged and what bodt copy is used. The brief also asks that chocolate is used in a different way in Mexico to that of our European counterparts, and so this product must convey tradition and Mexican heritage. For the most part chocolate sold in the EU is consumed as a fatty snack, and chocolate in it’s natural form is in fact very healthy and full of anti-oxidants.
Taking into account that chocolate was and is currently used for medicinal purposes in Mexico, this idea that chocolate is unhealthy is only made so by adding milk and vegetable oil. The product needs to be raw 70% - 80% dark chocolate. In Mexico, chocolate is often flavoured with chilli and other savoury condements, and so this needs to be taken into account for the range of products.
Chocolate in Mexico is often consumed like black coffee is here, and is a wake up beverage for many Mexicans. It is also taken with bread for a breakfast meal, and so hot chocolate can also be an option. Mexico and it’s cultural value in relation to chocolate must be conveyed. This is the most important factor, along with appealing to a European audience.