PACIFICO is a concept for a Chilean seafood brand. The project combines audience and competitor analysis with a brand platform and visual identity. Its connection to Chile’s Pacific coast is expressed through the name and marine-inspired graphics.

Define the brand foundations and create an identity that communicates its connection to the Chilean coast across different communication formats.

• Defined the customer jobs through Jobs to Be Done, mapped the target audience and identified its core segment. Analysed competitors and built a positioning map to find a distinct place for the brand in the category.
• Formulated the consumer insight, mission and values, and analysed the PACIFICO name and its connection to the brand idea.
• Developed the logo and a graphic system inspired by marine forms, then applied the identity to packaging, labels and supporting touchpoints.

A brand platform and visual identity for PACIFICO. The logo, graphic language and applications are united by the Pacific Ocean and the Chilean origin of the product.