Brío

Brío is a line of Mexican artisanal chocolates with a special focus on the fight against slave trafficking in Mexico. Through the exchange of ideas and information this line of chocolates aims to alter the perception and provoke a change that unites people and inspires them to collaborate and fight against the demoralization and violence carried out on a daily basis against women, children and men. 

Research

The research conducted provided the information to understand the success of slave trafficking that preys on the lives of vulnerable individuals, mainly young women and kids who aspire to obtain a better life but end up being trapped by the web of traffickers/clients. This led to an analysis of the on going violence against women in Mexico and the detachment of the community to the problem of violence and trafficking of individuals. Finding that the detachment not only come from a willingness to ignore the problem but also from the lack of information provided to the general population.

Brand Identity

The symbol used in the logotype takes inspiration from the iconography found in Mayan culture. The name defines the brand as energetic, vivacious and filled with a motivation for positive resolution. The existing set of illustrations that demonstrate different aspects of the cacao are mimicked by the three different flavors found in the chocolate bars, in a set of three different options, connecting the entire system to the number three. The number three is known as the symbol for trinity which brings about protection, help and guidance for the victims and survivors of this horrendous crime that still carries a heavy weight in our world today. 

The color scheme takes inspiration in the wonderful gamut of colors that can be found all over Mexico exemplifying the richness and diversity of the culture. Warmer in nature these colors represent the victims and survivors of the slave trafficking. The typography is meant to be part of the design and to allow for the communication of sensitive information such as this one.