{"id":14357,"date":"2025-02-05T21:29:30","date_gmt":"2025-02-05T21:29:30","guid":{"rendered":"https:\/\/bogue.com.co\/?post_type=proyecto&#038;p=14357"},"modified":"2025-03-17T18:23:50","modified_gmt":"2025-03-17T17:23:50","slug":"chipchas","status":"publish","type":"proyecto","link":"https:\/\/grupoimasd.com\/en\/proyecto\/chipchas\/","title":{"rendered":"ChipChas"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"14357\" class=\"elementor elementor-14357\" data-elementor-post-type=\"proyecto\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0d81eee e-flex e-con-boxed e-con e-parent\" data-id=\"0d81eee\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-6c14728 e-con-full e-flex e-con e-child\" data-id=\"6c14728\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3e067f4 elementor-widget elementor-widget-image\" data-id=\"3e067f4\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"1066\" src=\"https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_1.webp\" class=\"attachment-full size-full wp-image-14358\" alt=\"\" srcset=\"https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_1.webp 1600w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_1-300x200.webp 300w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_1-1024x682.webp 1024w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_1-768x512.webp 768w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_1-1536x1023.webp 1536w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_1-600x400.webp 600w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c204334 e-con-full e-flex e-con e-child\" data-id=\"c204334\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a5dbfb8 elementor-widget elementor-widget-heading\" data-id=\"a5dbfb8\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The challenge<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0bb162a elementor-widget elementor-widget-text-editor\" data-id=\"0bb162a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400\">To design a coherent and impactful graphic system that elevates ChipChas&#8217; packaging to the next level\u2014effectively communicating its origin, attributes, and delicious flavor to engage audiences. The new design needed to establish a solid brand architecture, allowing for future product expansions and potential entry into international markets.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3fc6ffd e-flex e-con-boxed e-con e-parent\" data-id=\"3fc6ffd\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-3bb50ad e-con-full e-flex e-con e-child\" data-id=\"3bb50ad\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9e09f93 elementor-widget elementor-widget-heading\" data-id=\"9e09f93\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What we did\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fca0da1 elementor-widget elementor-widget-text-editor\" data-id=\"fca0da1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400\">ChipChas faced the major challenge of standing out in the highly competitive snack market while ensuring its ancestral roots and product story remained at the forefront.<\/span><span style=\"font-weight: 400\"><br \/><\/span><span style=\"font-weight: 400\">To achieve this, we designed more than just packaging\u2014we created a structured graphic system and brand architecture, ensuring a clear vision for the brand\u2019s future. This approach allows new product references and even entire product lines to be developed seamlessly and consistently.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6ceb3a7 e-con-full e-flex e-con e-child\" data-id=\"6ceb3a7\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4a2d1cd elementor-widget elementor-widget-image\" data-id=\"4a2d1cd\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1600\" height=\"1066\" src=\"https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_2.webp\" class=\"attachment-full size-full wp-image-14361\" alt=\"\" srcset=\"https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_2.webp 1600w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_2-300x200.webp 300w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_2-1024x682.webp 1024w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_2-768x512.webp 768w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_2-1536x1023.webp 1536w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_2-600x400.webp 600w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4b74548 e-flex e-con-boxed e-con e-parent\" data-id=\"4b74548\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-85a3816 e-con-full e-flex e-con e-child\" data-id=\"85a3816\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5c1f0da elementor-widget elementor-widget-image\" data-id=\"5c1f0da\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1600\" height=\"1066\" src=\"https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_5.webp\" class=\"attachment-full size-full wp-image-14362\" alt=\"\" srcset=\"https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_5.webp 1600w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_5-300x200.webp 300w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_5-1024x682.webp 1024w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_5-768x512.webp 768w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_5-1536x1023.webp 1536w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_5-600x400.webp 600w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-cddeb7e e-con-full e-flex e-con e-child\" data-id=\"cddeb7e\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a3a1086 elementor-widget elementor-widget-heading\" data-id=\"a3a1086\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Research<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-80b153d elementor-widget elementor-widget-text-editor\" data-id=\"80b153d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400\">The most critical aspect of the inspiration phase was identifying and understanding our target audience, whom we called the &#8220;fit but fat&#8221; consumer\u2014those who value health and nutrition but refuse to compromise on flavor.<\/span><span style=\"font-weight: 400\"><br \/><\/span><span style=\"font-weight: 400\">We conducted in-depth research to understand what truly matters to them and assessed their perception of ChipChas&#8217; existing packaging. A key insight emerged: while consumers connected with the product\u2019s taste and ingredients, the packaging failed to evoke the right emotions.<\/span><span style=\"font-weight: 400\"><br \/><\/span><span style=\"font-weight: 400\">We also analyzed national and international brands that successfully blend wellness and indulgence, as well as those that engage consumers through powerful storytelling.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-ab1ccc6 e-flex e-con-boxed e-con e-parent\" data-id=\"ab1ccc6\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-29c88f7 e-con-full e-flex e-con e-child\" data-id=\"29c88f7\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4611918 elementor-widget elementor-widget-heading\" data-id=\"4611918\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Concept development<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fbea5f2 elementor-widget elementor-widget-text-editor\" data-id=\"fbea5f2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400\">Working closely with the client, we defined must-have and must-avoid elements for the new design.<\/span><\/p><p><span style=\"font-weight: 400\">Key takeaways included:<\/span><span style=\"font-weight: 400\"><br \/><\/span><span style=\"font-weight: 400\">Black as a dominant color to make the product\u2019s natural colors stand out.<\/span><span style=\"font-weight: 400\"><br \/><\/span><span style=\"font-weight: 400\">The story of origin must be visible and central to the brand\u2019s messaging.<\/span><\/p><p><span style=\"font-weight: 400\">Non-negotiable elements:<\/span><span style=\"font-weight: 400\"><br \/><\/span><span style=\"font-weight: 400\">Color blocks to differentiate product varieties.<\/span><span style=\"font-weight: 400\"><br \/><\/span><span style=\"font-weight: 400\">High-quality photography that enhances appetite appeal and sensory attraction.<\/span><\/p><p><span style=\"font-weight: 400\"><br \/><\/span><span style=\"font-weight: 400\">The design team ultimately embraced ancestral power as the core concept, drawing inspiration from Chibcha culture to create a strikingly unique visual identity unlike anything currently seen in the snack industry.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-ca52e6e e-con-full e-flex e-con e-child\" data-id=\"ca52e6e\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a3a8372 elementor-widget elementor-widget-image\" data-id=\"a3a8372\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1066\" src=\"https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_4.webp\" class=\"attachment-full size-full wp-image-14363\" alt=\"\" srcset=\"https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_4.webp 1600w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_4-300x200.webp 300w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_4-1024x682.webp 1024w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_4-768x512.webp 768w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_4-1536x1023.webp 1536w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_4-600x400.webp 600w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4cfac49 e-flex e-con-boxed e-con e-parent\" data-id=\"4cfac49\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-639979f e-con-full e-flex e-con e-child\" data-id=\"639979f\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5fba78e elementor-widget elementor-widget-image\" data-id=\"5fba78e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1066\" src=\"https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_6.webp\" class=\"attachment-full size-full wp-image-14364\" alt=\"\" srcset=\"https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_6.webp 1600w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_6-300x200.webp 300w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_6-1024x682.webp 1024w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_6-768x512.webp 768w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_6-1536x1023.webp 1536w, https:\/\/grupoimasd.com\/en\/wp-content\/uploads\/sites\/4\/2025\/02\/ChipChas_6-600x400.webp 600w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-de1c57c e-con-full e-flex e-con e-child\" data-id=\"de1c57c\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4f9fcf9 elementor-widget elementor-widget-heading\" data-id=\"4f9fcf9\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The outcome<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2a4b237 elementor-widget elementor-widget-text-editor\" data-id=\"2a4b237\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400\">We developed a packaging and brand system centered on the importance of masks in Chibcha culture, giving them a prominent role through detailed illustrations that use light and shadow effects to create a three-dimensional look.<\/span><span style=\"font-weight: 400\"><br \/><\/span><span style=\"font-weight: 400\">The redesigned packaging, implemented by the client in 2019, was awarded Gold in the Best Food Packaging Category at Latampack in February 2020.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"featured_media":14359,"template":"","meta":{"_acf_changed":false},"categories":[19],"tags":[40,37,96],"class_list":["post-14357","proyecto","type-proyecto","status-publish","has-post-thumbnail","hentry","category-proyectos","tag-brand-design","tag-packaging-design","tag-visual-identity"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>ChipChas - Imasd En<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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The new design needed to establish a solid brand architecture, allowing for future product expansions and potential entry into international markets. 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