Chile – AmiChile

AmiChile – A New Era

Challenge

The Chilean mussel growers’ association, AmiChile, is an active organization but was stuck in the past in terms of visuals and communication. Its board wanted to update the brand, embracing sustainability and modernity to both increase membership and add value to members.

Client	AmiChile

Capabilities	Branding

Solution

DAf developed a new logo and color palette to give AmiChile a strong identity for a new era. The simple font and isotype representing the outline of a mussel shell are clean and professional, while colors inspired by the sea and the mussels themselves add freshness that pops.

Full Width Pic

Branding

A strong logo is the starting point for any brand, and DAf designed a completely new logo for a new AmiChile. Its simplicity is modern and sophisticated without veering into exaggerated elegance, while the mussel graphic adds personality and instant brand recognition. We created two additional versions of the logo, one with the full organization name and another with the tagline “Mussels for the world, choritos for Chile” in Spanish (choritos is the local name for this shellfish), increasing flexibility while maintaining a cohesive look and feel.rnrnDAf developed a vibrant color palette inspired by Patagonia, with cool blue ocean tones complemented by warm yellow-oranges drawn from the flesh of the mussels and the skin tones of the people who work in this industry. The use of defined colors brings a new professionalism and identity to AmiChile’s image.

Full Width Pic

Logo

The new logo combines an isotype with the organization’s acronym, AmiChile. The graphic represents two mussels that are interacting organically, as occurs naturally on the ropes where mussels are grown. It is also reminiscent of a heart, generating a positive feeling. This isotype can be used in a large-scale format that goes off the page, leaving only the crossed lines that create a sensation of waves and alluding to the ocean where mussels are grown. We chose a font that combines organic gestures with clean lines, making it modern yet classic as well as easy to read.

Full Width Pic

Color Palette

DAf took very direct inspiration for this color palette, which includes blues and yellows that are found not only in mussels themselves but also in their environment. We see the cool blues in mind mussel shells, fresh water and clear skies. A mix of these tones in a gradient is included as a brand asset that represents ocean currents in the south of Chile. The yellows come from mussel flesh, the skin of mussel growers and even the waterproof clothes they wear. The use of two such contrasting colors adds freshness and fun to the brand.

Full Width Pic

Full Width Pic