Pueblo Blanco

Originally "Licores El Artesano", we have worked on the construction of the new brand Pueblo Blanco. The new Brand seeks to have a discourse much closer to the tradition of coffee production in the Nicaraguan Dariense mountain range and in these features reflect the purity of local production and high quality in distillates and liquors.

Naming:

In the areas around Granada and Masaya are the "Pueblos Blancos" or "Pueblos Brujos", so called, the former because of the predominance of that color in the adobe houses, and the latter because some people still practice, as a cultural heritage, natural medicine, divination and witchcraft. 

Exploring local roots and traditions has allowed us to create and give identity to a brand that is authentic and very proud of its origin, "Pueblo Blanco", is the result of the transformation of those local flavors into liquors with a very Nicaraguan flavor.

During the exploration of the current business model we were able to work on an identity strategy that has shaped a new product design and communication to achieve a unique, local experience with the great significance of the flavors of the region.

- We worked on an identity strategy to shape the new design system, product design, labels and communication for the Brand.

- New ways were explored to communicate Pueblo Blanco's rationale and help it position itself as a company that promotes coffee in the region.

- A series of key messages were developed that could also integrate this into the various communication channels, in its physical store and in digital media.