Añañau (Delicious! in the Quechua language)
It is a chocolate brand from Cusco, Peru. It is a testament to the deep-rooted love and reverence that a family holds for the delectable treat. To them, chocolate is not just a delectable delight but a divine gift, a magical conduit that connects them to their ancestors and the bountiful wonders of nature.
The core of Añañau ‘s family’s pride in caring for and cherishing chocolate. Passed down through generations, this cherished tradition embodies their unwavering belief that chocolate is more than a mere confectionery delight—it is a sacred emblem, a tangible link to their past. This profound belief permeates every aspect of the brand, infusing it with an ethereal aura and a deep-seated respect for ancestral heritage.
The design was inspired by the story of the Inca Goddess Quilla, who symbolizes the protection of the earth and its fruits. It also represents the woman of the Cusco community in her role of caring for the ancestral cocoa. Also “Mama Quilla” means Goddess of the moon, considered a symbol of fertility and renewal.
For the packaging, the Inca art and the exaggerated patterns of their figures were explored, with a color palette that evokes Mother Earth and her warmth, achieving that mysticism is visually perceived, with detail and texture of wear, as a tribute to the ancestral history. Always surrounded by magical and mystical nature, as well as the fruits that complement each product line and representing each fruit that accompanies the chocolate, both the tangerine and the lemon present in their natural form as well as with bright colors typical of each fruit, reaching a chromatic harmony in each of the boxes and seeing them together as well.
Each tablet is a window to the Inca culture and its legacy for us!
CREDIT
- Agency/Creative: Chamán Agency
- Article Title: Añañau’s Chocolate Packaging Design – Honoring Inca Culture and Heritage
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Peru
- Agency/Creative City: Lima
- Market Region: South America
- Project Deliverables: Art Direction, Brand Redesign, Packaging Design
- Format: Box
- Substrate: Pulp Carton
- Industry: Food/Beverage
- Keywords: Chocolate, Artisan, Cusco, Peru, Food, Snack
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Credits:
Creative director: Manuel Cárdenas
Account Director: Alejandra Vásquez
Art Director: Mafer Benavente
Graphic Designer: Luis Pajuelo
Account Executive: Marjorie Ruiz
Photography: Andrés Alfaro
Post production: Diego Zegarra