Chalú was born in Cuauhtémoc, Chihuahua—one of Mexico’s most emblematic apple-growing regions—with a clear ambition: to transform the apple from a commodity into a symbol of origin, authenticity, and regional pride. Rooted in a territory shaped by climate, discipline, and agricultural heritage, the brand honors the legacy of Manzanas El Indio while projecting it into a contemporary context.
The identity translates the character of the land into a modern design system, where the geometry of the northern landscape meets the cultural legacy of the Rarámuri people. Their ancestral craftsmanship, particularly traditional basket weaving, becomes the foundation of the visual language, reinterpreted through structure, rhythm, and form.
The packaging celebrates this heritage with a clean, monochromatic, premium aesthetic that highlights the fruit itself. By reducing visual noise and focusing on materiality and composition, Chalú clearly differentiates on shelf while reinforcing values of quality, care, and origin. The result is a system that feels confident, honest, and unmistakably northern Mexican.
Beyond aesthetics, Chalú makes a conscious environmental choice by replacing traditional plastic netting with a paper-based solution. This decision significantly reduces plastic use while maintaining functionality and perceived value, aligning sustainability with design integrity.
The result is packaging that goes beyond appearance. It feels authentic, tells a true story of place and people, and establishes a new standard for how Mexican apples can be presented to the world.