Building The Future Proof Brand: Honest Fixins Welcome in All Food Channels
The founder, Chef Maria, and her partner, Felipe, were passionate to bring heritage recipes with innovative ingredients to the world, recipes that bring people together over food, while supporting communities and the planet. Mindsy’s mission to help Cien Chiles to become the brand it deserves, increase online sales and brand recognition, and connect to the audience of various food channels (natural vs. conventional). Our approach needed to be comprehensive and cohesive, impacting customer touchpoints from identity & packaging design to online experience.
CHALLENGE
Bring the unique story behind Cien Chiles to life, while overcoming the perception that healthy food can never taste better than unhealthy food.
Bring the unique story behind Cien Chiles to life, while overcoming the perception that healthy food can never taste better than unhealthy food.
OUTCOME
Mindsy helped Cien Chiles to build their brand with clear strategy. This led our clients to launch products in the midst of a pandemic, increased their online sales and brought in new opportunities to sell in the retail market.
Mindsy helped Cien Chiles to build their brand with clear strategy. This led our clients to launch products in the midst of a pandemic, increased their online sales and brought in new opportunities to sell in the retail market.
SERVICES
Brand Strategy | Messaging | Visual Identity | Packaging | Website | Brand Collaterals | Social Media assets
| Printing Vendor management
| Printing Vendor management
Finding the Brand Soul
Through a series of exercises in the strategy session, we were able to define crucial aspects
of the business, and we distilled lofty thoughts into actionable information. The Brand soul is a compilation of a brand’s purpose, personality, mission, vision, a deep study of its target audience, its voice and tone and culture. Defining the Brand Soul helps us create an objective roadmap; a decisional filter for all the brand’s future decisions. By checking against this statement, we can quickly see whether any decisions will serve or hurt the brand.
Strategically thought, mindfully executed
Through a series of exercises in the strategy session, we were able to extract and refine the key pillars of the brand. This defined the brand’s personality: how it should look, sound, and act. By gaining clarity, uncovering the authentic story, defining a clear objective with strategy, we created an outward expression of their internal values, culture, and captured both their passion and their personality.
Crafting an identity with authenticity
Our stylescape exercise allows us to explore and push the limits in creating unique brand visuals.
This stage helps us to marry visuals with brand attributes to create concepts, and strategize how we want to push
and position the product line from a design standpoint.
This stage helps us to marry visuals with brand attributes to create concepts, and strategize how we want to push
and position the product line from a design standpoint.
Leveraging opportunities with inspiring packaging
In strategizing the packaging design for Cien Chile’s product lines, a key initial step is to tell a compelling brand story through our packaging. An assessment of the competition in the different retail markets, along with an understanding of the consumer and what connects them with us, have allowed us to form a hierarchy of messaging points in our designs.
Website design and Social Media Experience
The goal was to make it easy for users to discover and learn about the products, while cultivating sales throughout the user journey. After the launch of the site in July 2020, there was an immediate improvement in the metrics.
