Packaging and Branding Design for Choví
Salsas Chovi, a Spanish company known for the production and marketing of a wide variety of sauces and
a wide variety of sauces and condiments,
needed to differentiate its main product, Allioli, from the competition.
competition.
To meet this challenge, we decided to break with the codes normally used.
normally used. We looked for a packaging design that was
to maximise the impact at the point of sale and to stand out from the rest.
stand out from the rest.
The Valencian mortar and pestle, an emblematic piece rooted in the traditional
traditional culture and where the sauce is made, served as inspiration for the
the creation of the packaging.
A packaging that imitated in plastic the yellow ceramic mortar.
The structural design and the colour palette are the keys to build the story, establishing a link with the
the story, establishing a link with the tradition and authenticity of Valencian culinary
Valencian culinary authenticity.
KEYVISUAL
The upper part represents in an original way the moment when the sauce was
preparation of the sauce and emphasises the main attribute of the product's creaminess
of the product.
BRAND
The logotype is characterised by its simplicity, authenticity and its
ability to convey the essence of the brand in a clear and memorable way.
memorable.
An ad hoc designed typography, with organic shapes, giving special importance to the
special importance to the tilde represented in the form of a drop.
The green tones evoke the freshness of natural ingredients.
El icono es un homenaje al mortero y a la tradición culinaria valenciana,
así como a la calidad de los productos de la marca que hoy en día
aún se siguen reconociendo por la emblemática forma de su packaging.
