Chiligrin 2023
Chiligrin is a brand of chili powder created in Northeastern Mexico, which has built a family of quality-based products over the past 13 years. Chili powder is a traditional seasoning in Mexico and can be easily found in any pantry or kitchen.
- TEAM DEPARTMENT Strategy and communication
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CREDITS
- CREATIVE DIRECTION AND ART Julián Iñiguez
- DESIGN Julián Iñiguez, María José Sánchez, Mario Campos
- PHOTOGRAPHY María José Sánchez
- ANIMATION Mario Campos
We worked under the universal archetype of the "common man". The concept of a classic group of friends gathered at a barbecue was the foundation on which we built a narrative that connects with the everyday experiences of our followers. The scenarios are common places where Chiligrin can be the protagonist as it is a product that is very easy to use in any daily activity, whether studying, at meals, at a gathering, etc.
Our mission was to redefine our client's digital presence. The process began with the design of a visual universe of characters like a group of friends with distinct personalities that complement each other.
We developed seven characters, each representing a food that pairs perfectly with chili powder. These characters not only added depth and personality to the brand but also served as a connection with our audience, creating familiar situations.
With the design defined, we developed the strategy for content creation. We divided our strategy into three main pillars: (The Product) where we highlight the quality and versatility of "Chiligrin"; (the Attributes) where we explore the unique qualities of chili and everything that makes our product stand out from the crowd; and (Recipes) where we share delicious and creative ways to incorporate chili powder into daily cooking.
This communication strategy was deployed across various social media platforms throughout 2023, from dynamic and immersive reels to ephemeral stories and posts. Each piece of content was designed to connect with the audience, creating opportunities to experiment with Chiligrin and discover new ways to incorporate it into their daily lives.