CACAOK'ÁN
Summary
Logotype and full brand identity for CACAOK'ÁN, an organic cacao brand from Tabasco, Mexico, entering the health food market. Freelance, built solo.
Services
Branding
Packaging, Art Direction
Year
2022
Timeline
Q1 to Q2 2022
Tools
Adobe Creative Suite
Team
Francisco Loreto
Context
A client in Tabasco, one of Mexico's traditional cacao regions, was launching an organic cacao brand into the health food market. They needed an identity that would set them apart on shelf. I took the project freelance and handled all of it: identity, system, and packaging.
Insights
For a product rooted in a specific place, the identity should carry that place, not borrow a generic organic look. A palette pulled from a Mayan mural said more about origin than any wellness cliché could.
The Problem
Organic and wellness shelves all look alike: earth tones, kraft paper, quiet type. A new cacao brand from Tabasco had to stand out there without losing the sense of where it came from.
The Solution
I built the identity on the colors of a Mayan mural, a wide, vivid palette that I split across the product range so each variety reads at a glance. Mexican mosaic and tilework patterns run through the system and the packaging. The result leans into origin and craft instead of the muted look the category defaults to.
The Outcome
CACAOK'ÁN went into production and to market with the packaging as designed, reached export markets, and is still running today.
