Project 1: Azucaja Process
Looking into food companies and what sort market I could try to spice was a bit of a challenge, its something completely new to me to learn and understand. Looking at how Blue Apron and Freshly work and their menus, I thought that there could be something more Unique and something based around Latino culture, Being that Texas has a huge Latino population and a lot of the common foods associated with Latino cultures isn’t encompassing all of Latin America and its Tradition. So I thought what do People like more than just tacos and rice dishes that the competition offers? I talked to my roommates and their friends and we got on the topics of desserts and me teaching them how to make some of the desserts I ate as a child with my family. So I decided a Dessert based, Subscription ready meal box would a whole of fun to do. It could be a fun activity for cooking nights with Friends, Family or roommates, It would spread a lot of traditional foods unique to Latin America that could take a step further and make their own as well as a company based on old values such as Family, Community, and Tradition while adding in new Traditions with fresher and more high-quality ingredients. So next came word listing and narrowing down the idea for the company.
Brand Story:
Azucaja is a taste of sweet Latin American delacacies with high quality ingredients, locally sourced and fun recipies for everyone delivered straight to you, skipping the spice hunt and getting straight to the fun part. Azucaja wants to bring the flavors of latin american traditions to the rest of the world and bring a new and more positive light to the cultures and opening up People’s palettes with Old recipes as well as Favorites with a Latino twist. Azucaja strives to make People happy by making their Stomachs happy!
Thumbnails and Roughs:
Logo development:
So once the name was decided on and I started sketching, There so many ideas to play with and explore. Ultimately i decided to go with a Letterform combined with an object and jumped from there. There was a lot of refining and adjusting to get to the final product, a lot of it coming from in class critiques and a lot of trial and error. My end goal was a simple, clean Logo that i could change up easily and keep fresh and memorable, like Azucaja!