Chalchihuitl was born out of an investigation project undertaken by the University of Monterey for developing sustainable agriculture capabilities in corn producing communities in the Chapala region of Jalisco.
The resulting agriculture co-op successfully grew several tons of sustainable, agrochemical-free corn of the "criollo" variety, an ancestral type of corn with a much higher nutritional value that has been continuously grown in México since before colonial times.
I was invited into the project to create and develop the brand for the product and the co-op; but not on a traditional top-down creative process but rather by building the brand values and its final products and materials with the direct involvement of the community.
I facilitated several creative sessions to be able to identify what the community wanted to project about their product and the efforts taken to produce it. This is not about corn, this is about community building and about caring for our shared home.
We arrived at a very interesting naming for the brand. Chalchihuitl is Nahuatl for jade, the most valuable precious stone of the Mesoamerican world. This duly reflects how the community sees this process, growing precious sustenance up from the ground with the utmost care.
The visual identity is meant to reflect the grassroots nature of the co-op and underline how hard manual labor is absolutely irreplaceable when you want to grow the best corn in a responsible way.