CATEGORY

Logos

LEVEL

Professional

RANK


DESIGN CREDITS

Designer

Brent Couchman


TAGS

, , , , ,


LINKS

Moniker SF
Mita Chocolate Co.

Mita Chocolate Co. by Moniker Sf

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.


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.


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

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