The visual language of this tribal branding strategy has an interesting effect on the observer. Consumers often feel quite out of touch with the source of the food products that they buy, but the graphic treatment of these cocoa canisters expresses the origin with a deep-roots reference to cultures that worshipped the land.
Valeriya Mikhaylover designed Tribe cocoa packaging to contain three varieties of powder that come from different regional cacao seeds. The crops are grown in old Cherokee, Apache and Navajo soil, and the artistic culture of these communities is what influenced the appearance of each ornate tube. This tribal packaging concept illustrates cherished domesticated plants, animal glyphs, totems, faces and geometric patterns in earthy tones. It strives to create a profound connection between the consumer and the source.