AH MACHIN | BRAND Identity
Brand Strategy, Design
Ah, Machin is a Carne Seca company that uses sustainable and 100% organic resources to produce flavorful Mexican snack. From the hot deserts of Juarez, this ancient snack has been a part of native cultures for thousands of years. They came to us for a rebrand with two goals. The first was to convey the uniquely crave-able flavor of Carne Seca to new audiences. The second was to create a warmer and more approachable brand that felt accessible to all and started as a base for items to be sold in stores. We used a playful color palette with a welcoming custom font that is intended to look and feel like the Southwest. Rather than sticking to typical beef jerky branding tropes, we took inspiration from film and art which is reflected in both the identity and packaging work.
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Out with the boring beef jerky brown let’s bring in designs and colors that make us stand out since Carne Seca is not Beef Jerky.
Creative Direction/Design: Jamie ChihuanGraphic Designer: Orlando Quiroz
la michoacana | BRAND Identity
La Michoacana is a staple Mexican ice cream/snack shop in Longmont Colorado. They came to us to reimagine their brand identity and packaging. While sharing the name with a much larger Ice Cream brand I decided to go in a different approach. Focusing on attracting a Gen-Z audience. We created a playful, engaging world of illustrations and photography keeping in line with the Latin identity. The goal was to balance the brand’s fun personality with its established reputation: Keeping the same customers while attracting new ones.
Brand Strategy, Design
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The packaging system was designed to enhance shelf visibility while maintaining the fun that only a Mexican and Peruvian ice cream shop can pull off in the ice cream aisle. The wordmark and frame system were designed as consistent anchors across different sizes and flavors.
Creative Direction/Design: Jamie Chihuan
Portal | BRAND Identity
Brand Strategy, Design
Beyond attention. Beyond trends. Beyond the screen.
When Portal approached me to collaborate on their rebrand, I was invited to imagine an identity for a brand founded on the belief that film production needs a new innovative approach. I centered the brand direction on "futuristic, endless possibilities" highlighting the unique perspective behind every story they tell for brands. We developed a cohesive brand hierarchy that seamlessly adapted to a retro new age, minimal portal style.
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The system created strategic cohesion & consistency across the brand’s visual elements while considering how elements would work in film settings.
Creative Direction/Design: Jamie ChihuanGraphic Designer: Orlando Quiroz
FILMSIBRI | BRAND Identity
FilmSiBri is a Latina-owned photography studio in Denver with both high fashion and personal portraits, she delivers a storytelling experience through her photos. The branding we created keeps the latin touch while appealing to the bold and modern. Utilizing two fonts and a subtle color palette derived from the greens we see in the Colorado mountains. We stayed away from traditional photography studio branding focusing on appealing to lifestyle clients. The branding launched alongside her business opening.
Brand Strategy, Design
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While making sure the launch of the brand was smooth we have kept in touch helping our client navigate their new brand system.
Creative Direction/Design: Jamie Chihuan
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