- Height: From 0 to 800 meters above the sea level.
- Pluviosity: Between 1000 and 2500 mm distributed along the year.
- Temperture: 21 to 28 centigrade degrees.
- Luminosity: Cocoa grows in the shadow.
- Humidity: It needs between 75 and 85% of relative humidity in the air.
Considering this background and the recognition of fine aroma cocoa in foreign countries, the aim of this project is to create a national brand for this product.
A logo that could be used by all of the Ecuadorian fine chocolate brands with the aim of make them more recognized and competitive in the international market, by showing they use first quality cocoa as the main ingredient for their chocolate.
Traditionally, Ecuador has been a raw material exporter. Fortunately, this reality is changing and a local chocolate industry have been emerging over the last decade.
By being the home of the fine cocoa, local brands can use the high quality product directly. Ecuador is a rich country in natural resources, it has many fruits and herbs that can be used as ingredients for the fine chocolate, making it unique.
In the past, international chocolate brands were the only ones who took advantage of fine aroma cocoa to make premium chocolate. In most cases, Ecuadorian cocoa, is better recognized that Ecuadorian chocolate.
For these reasons, this brand pretends to be used as a quality seal to help the recognition of local brands in a competitive international market.
This is a product targeted to upper middle and upper class consumers. People who have a University degree and above, aged 22 – 65 with a high purchasing power for high mass market.
There are two main types of consumers:
Fitness people: Informed and demanding consumers in terms of quality and presentation. These are people who like to look good and care about their appearance. They avoid sugar as habit and are willing to try new flavors and textures. They can allow themselves a treat for personal gratification, to entertain others, as a gift and they consume it also as a snack.
Gourmet consumers: Executives, people who take decisions and make business. They frequent exclusive restaurants and eat follow fashion trends.
This logo represents the high quality of the product and its emotions.
The delicate aspect of its lines based on a cocoa flower shows its fineness, while the opening shape invites to open the senses to feel emotions.
At the same time, it evokes the sacred of this fruit, considered as food of the gods.
This presentation was developed by Estefanía González for the Creative Industries: Professional Presentation module. All the information was compiled by the author using the following references:
- Papá Cacao (2016). Papacacao.com. [online] Available at: http://www.papacacao.com [Accessed 1 Dec. 2016].
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- Pixabay.com, (2016). Free image – Cacao – bean – granos de cacao. [online image] Available at: https://pixabay.com/es/cacao-bean-asado-chocolate-1134226/ [Accessed 1 Dic. 2016].
- IEPI, (2013). Acopio en Rancho Grande, Vinces. [image].
- Pixabay.com, (2016). Free image – Chocolate, Girl, Portrait, Fun, Female. [image] Available at: https://pixabay.com/en/chocolate-girl-portrait-fun-female-1402017/ [Accessed 21 Nov. 2016].