This example of cacao branding from Guayaquil, Ecuador takes its inspirations from the ancient history of chocolate cultivation in Mesoamerica. The Cacao Journey Club is a retail shop and chocolate purveyor in Guayaquil that boasts a unique visual branding scheme that pays homage to the earliest forms of chocolate, made from the fermenting and roasting of raw cacao beans.
To communicate these inspirations of recipes rooted in the ancient traditions cacao fermentation, the Cacao Journey Club tapped graphic designer Santiago Landaburü, who also aimed to play up the belief that chocolate was a gift from the gods with healing properties. Evidence exists that dates the first chocolate drink back to the Mokaya and other pre-Olmec people as early as 1900 B.C.
Ancient Cacao Branding
The Cacao Journey Club is Inspired by the History of Chocolate
Trend Themes
1. Ancient-inspired Branding - More businesses can incorporate ancient themes into their branding scheme, drawing inspiration from early forms of products, such as fermented cacao, to differentiate their product.
2. Heritage Marketing - Businesses can tap into the unique cultural heritage of a product to create a compelling brand story that will set them apart from their competitors.
3. Storytelling Packaging - Packaging can communicate the heritage and history of a product, creating a connection with the consumer and providing a competitive edge.
Industry Implications
1. Chocolate Industry - The chocolate industry can capitalize on the rich history of chocolate cultivation to create unique visual branding schemes that communicate the origins of cacao-based products and set them apart in a crowded market.
2. Food and Beverage Industry - The food and beverage industry can use heritage marketing to highlight unique recipes and cultural traditions behind their products, creating a deeper connection with consumers.
3. Graphic Design Industry - Graphic designers can incorporate storytelling elements into their designs to communicate the heritage and history of a product, adding value to their services and setting them apart in a competitive field.