Hay Choritos

AmiChile

The Chilean mussel growers’ association, AmiChile, wanted to update its brand, embracing sustainability and modernity to increase membership and add value to members. AmiChile, the Chilean mussel growers’ association, approached DAf with a big ask: to put these shellfish, locally known as choritos, top of mind and increase domestic consumption.

Putting choritos back on the table

We discovered that developing a new logo and color palette would 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 differentiates the brand and makes it pop.

Logo and color palette inspired by sea and shell

We undertook extensive research to understand the current situation, then proposed a multi-pronged nationwide campaign featuring out of home, radio, and digital. We created branding, photography, and a campaign video around the tagline Hay Choritos!, designed to dazzle audiences while highlighting choritos’ Chilean-ness, ease of preparation, and versatility.

Nationwide reach anchored in Chilean identity and ease

Digital content built to inspire everyday cooking

The on-going digital campaign involves collaboration with food influencers and the creation of HayChoritos.cl as a central hub for culinary inspiration.

Simple can be powerful when it comes to brand identity. Through in-depth research of local markets, we are able to design high impact approaches that captivate consumers.

Simple ideas, strong impact