Mita Chocolate Co. by Moniker Sf

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CLIENT

Felipe and Manuela—a hus­band and wife team—are arti­san choco­late mak­ers based in Bogo­ta, Colom­bia. They source beans from Venezuela, Peru, Ecuador and, of course, Colom­bia to cre­ate their amaz­ing bean-to-bar chocolate.

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BRIEF

Mita want­ed a logo that ref­er­enced their Colom­bian ori­gin and roots but felt mod­ern and sophis­ti­cat­ed. The chal­lenge was to do this in a way that felt authen­tic and was­n’t just appro­pri­at­ing exist­ing visuals.

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APPROACH

We researched Colom­bian and pre-Colom­bian folk art and zeroed in on the pat­terns and shapes we found con­sis­tent­ly through­out both. Using a lin­ear motif, rem­i­nis­cent of Wayuu mochi­la bags, the logo­type was drawn using sim­ple shapes. This gave us some­thing leg­i­ble that still felt unique and dif­fer­ent enough from a reg­u­lar typeface.

We wanted a unique chocolate brand. Brent helped us organize our ideas into a common frame of reference and supported the decision-making process. As we moved to deliverables, Brent was receptive to feedback, adjusting where applicable but also having the professionalism to defend his vision and concepts when our own misdirection would be detrimental to the end result. People are impressed. Our image communicates both a modern an artisanal look, which is exactly our approach to craft fine chocolate: high quality cacao beans, modern techniques, and time-proven care and dedication. — Felipe Jamarillo and Manuela Guzman, Founders of Mita