visual identity + naming
Food and Beverage BRAND
Paying homage to Latin America's rich chocolate history
Nelhua is an organic and Fairtrade chocolate brand that pays homage to Latin America's extensive chocolate history. The richness and depth of Latin American culture is reflected in the brand's complex range of flavors, heavily inspired by various cacao dishes from the region. Along with its commitment to cultural learning and preservation, Nelhua also values craftsmanship and quality. By sourcing most of its ingredients from Central and South America and working closely with small, family-owned farms, Nelhua hopes to support the region's push for global advancement in the fine chocolate and cacao production industries.
Research and Name Ideation
While researching the industry and its origins, I discovered that precolonial Mesoamerica had a rich history and extensive traditions with chocolate. I was particularly inspired by the Aztec origin myth of the cacao plant, in which humankind was given cacao by the god Quetzalcoatl.
The concept of the origins of chocolate was the driving factor behind this brand; nelhuatl, or nelhuayotl, is a Nahuatl word that refers to something's foundation, beginning, or roots.
Logo Development
Leaning heavily into the Aztec origin myth of the cacao plant, the logomark is a direct representation of the god Quetzalcoatl, also known as the Feathered Serpent. I thought that the capital letter N could adapt well to a more serpentine-like shape, representing the deity's animalistic form.
Colors, Typography, and Pattern
The colors used for Nelhua's visual system were inspired by the colors found in several Aztec art and storytelling forms, specifically mosaic sculptures and codices. The typeface Larken pays homage to the elegant lettering found in Aztec codices, balanced by the cleanliness and simplicity of Forma DJR Micro. The pattern used across Nelhua's packaging and collateral is inspired by the designs found on Aztec pottery.
