CHIQUITITA

Brand identity & brandbook

CHIQUITITA

a dessert brand that’s playful without being childish – grown-up treats, joyful design.

Quick summary

I designed the Chiquitita brand from positioning to brandbook: visual identity, tone of voice, packaging rules, and photography direction. The brief: create a brand that makes people smile and feel comfortable eating a treat without guilt nor theatrics.

Problem

Market split: childish “cute” brands vs clinical “health” brands. Chiquitita needed to sit squarely between — joyful but mature.
The identity had to be flexible across retail, ecommerce, and seasonal collabs while retaining a clear personality.

Process

Audience profiling

i defined core segments and archetypes. Personas informed copy tone and visual choices.

1
Visual systems

I created a bold palette (electric rose, lemon sorbet) balanced by neutral supports. The logo is confident and simple. Typography choices balance character with legibility to work at shelf and on small labels.

2
Packaging rules

i designed a primary triangular prism pack and alternative box formats, each with simple front panels highlighting flavor, benefits, and a human micro-line (“just made it okay”).

3
Photo direction

Clean object photography, clear light, one object speaking at a time — a look that reads premium in social feeds and on shelves.

4

Outcome

participation

The brandbook gives teams a disciplined toolkit that prevents drift: from tone of voice examples, do/don’ts, dielines, up to photo recipes.
awareness

Early internal feedback: the identity feels distinct, confident, and ready for launch.