The goal with Chocelotl was to create a system of packaging that was as rich and vibrant as Mayan history. Because chocolate was originated with the Mayans, there are many brands that pull from the visual languages they left behind. The challenge was to come up with a unique design that still celebrated the products origins without being cliché.
The logo is a representation of an ocelot, which is native to the Yucatán, rendered in Mayan style. The text would continue its rectangular features, complimenting the shape of the bar. Illustrations of Mayan landscapes and ruins on the packages would break the rough and rigid shapes with bright, meandering organic lines.
The abstracted mountains and valleys, paired with the temple ruins transport the viewer to the birthplace of chocolate. Jewel tones and shimmering gold accents communicate the richness of the cacao within. Variations in color and landscapes allow for visually unique bars that work together as a system through a consistent application of elements.