Chicory Branding
Project Name
Chico
Type
Branding and Packaging
Chico reimagines the coffee break by offering a naturally comforting, health-focused alternative. As one of the first brands to bring chicory to retail shelves in Canada, Chico positions itself as a pioneer of a gentler daily ritual—without compromising on taste or experience.
The brand identity draws from reimagined retro codes, blending nostalgia with a fresh, youthful energy. The color palette (orange, blue, yellow, and violet (like the chicory flower)) expresses warmth, optimism, and approachability, creating a distinctive and inviting presence on shelf.
At the core of the project is a clear ambition: to democratize chicory and turn it into a modern wellness habit. Brand messaging highlights the product’s natural benefits while celebrating a mindful, feel-good pause.
Reinvent your coffee break!
Comforting
Imperfect soft curves and rounded typography makes Chico approachable and friendly.
Healthy
Packaging design showcasing the health benefits of chicory.
Retro Vibes
Chicory has been around for a long time, but Chico is putting it on the shelves in Canada!
Wakes you up
With the slogan "Reinvent your coffee break" it was crucial to have a bold and punchy color palette.
Color palette
Typography
Corben for the titles
Nunito was chosen for the body text due to its curves, allowing for a great pairing with the title font.
