Responses by FIBRA
Background: We wanted to tell the world who Kuyay is, connect with a larger audience in a more direct and authentic way and differentiate ourselves in an emerging category where there are many good competitors.
Reasoning: We wanted to find out what made Kuyay special. The owners who run the company are a young married couple, who decided to undertake a business journey in addition to the journey of life; that’s why their chocolate is called Kuyay, or love in Quechua. Not to mention, we found out that they own their own plantations with more than 135 different genetic varieties. In this way, they studied the product and developed a lot of expertise on the qualities of each cacao strain, unlike competitors who buy strains from third parties. We mixed these two essential aspects and decided to feature a botanical illustration of the cacao, with a romantic and sophisticated color palette.
Challenges: Kuyay is an emerging brand with a limited budget for packaging printing. The main challenge was to make the package of good quality, using one of the most common materials in the market; the greatest luxury we took was the use of hot stamping in the small heart that appears half hidden in the illustration.
Favorite details: Having achieved the challenge of making a package that represented what we were looking for, despite the limitations we had.
Specific demands: First, the design had to be up to the quality of the chocolate it contains; second, it had to reflect the love and knowledge about cacao; and third, the combination of both characteristics had to achieve a perfect “balance” in order to communicate their identity and the way they make chocolate.
Time constraints: The easy path would have been to choose very fine paper and finishes so that the packaging represents the fineness of the chocolate it contains. Having restrictions with the materials forced us to generate texture in the illustration, which, if it’s seen with a magnifying glass, has a technique that forms the figures with the combination of many tiny dots. Likewise, we saved on design costs by repeating the same illustration, only varying the details of the ingredients encrusted in each chocolate.