a taste of peru By Diana Judge

Published by lulu.com131 Rdu Center dr. suite 210 Morrisville, North Carolina 27560

©2009 diana JudgeAll Rights ReservedPrinted and bound in the u.s.

No part of this book may be used or reproduced in any manner without written permission from the publisher, except in the context of reviews.

PhotogRAPhy byChristian barnettsteven lenhartMackalla harbison

GD251 Digital Publication Design

naïf identity & package design

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world cocoa foundation

he World Cocoa Foundation (WCF) supports cocoa farm-ers and their families worldwide. WCF programs raise farmer incomes, encourage responsible, sustainable co-coa farming and strengthen communities. WCF member companies share a long-term commitment, an interest in supporting programs that make a deep, lasting impact. The WCF tackles the long-standing, systemic issues that face cocoa farmers, and the complex web that links one issue to others. There are no short cuts.

The challenges facing cocoa farmers, their families and their communities are interconnected. Solutions require creativity, a wide range of experience and deep expertise. That is why the WCF seeks out the advice and involvement of non-governmental organizations , donor organizations, research institutions and independent experts. By bringing together these experts with the private sector, the WCF can make a difference.

The WCF and its members believe that no program can succeed without the active, ongoing engagement of the cocoa farming community. Cocoa farming communities bring a unique understanding of the challenges they face, creativity in developing solutions, and the ability to bring about real change. The involvement of the com-munity from the start is essential.

These principles guide the WCF in addressing the chal-lenges facing cocoa farmers. They help the organization develop and implement programs on the ground in West Africa, Southeast Asia and Latin America that are making a real difference in farming communities. WCF members recognize and embrace their role in helping cocoa farm-ing families worldwide. The WCF channels the private sector’s energy, ideas and resources to help address the challenges facing cocoa farmers. The World Cocoa Foundation is a proud sponsor of naïf chocolates.

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Peru, located along the Pacific coastline in South America, is the fifth most populous country in Latin America. Peruvian culture is primarily rooted in Indian and Spanish traditions, though it has also been influenced by African, Asian, and European ethnic groups. Most Peruvians are either Spanish-speaking mestizos (a combination of both indigenous and of Latin descent) or Amerindians, mainly Quechua-speaking indigenous people.

Peru’s population of about 23 million is divided by the Andes mountains and the division marks a geographic as well as cultural divide. The inland regions are marked by extreme poverty and subsistence agriculture, while the fertile river valleys of the lowlands have produced a

wealthier, more cosmopolitan culture. To the Quechua Indians Peru means “land of abundance.” Abundant mineral resources are found in the mountainous areas, and Peru’s coastal waters provide excellent fishing grounds.

Peru also has an interesting blend of both Inca and Span-ish influences with it’s art. Peruvian art is known for it’s deep ties throughout Peru’s history, well distinguished by it’s pre-Hispanic shapes and symbols. This ancient Peruvian art has merged with the art style that was brought across the world by the Spanish conquistadors. The resulting art style is known as naïf, and it gives Peru an interesting diversity with it’s local arts and crafts that is like no other.

peru

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the peoplePeru is a land of multicultural activities due to presence of a number of races including the native Peruvians. The races that are here in this country are, Amerindians, Mestizo, Caucasian, African, Chinese, Japanese and some other minor races. These are just a few faces of the diversity of Peru.

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the fruitFruit is an essential part of Peruvian cuisine and the demand for produc-tion for export is increasing everyday. Almost exclusive to Peru is the fruit lúcuma, which is a delicately flavored exotic fruit used in ice creams and as a dried powder. There are many other delicious fruits native to Peru including mangoes, coconuts, papayas, just to name a few. A box of naïf chocolates offers a tropical taste of Peru.

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focusAfter some research on Peruvian culture and the natives, a positioner was created. Naïf would be the chocolate for the everyday person or family, simple but a repre-sentation of their native country and history. Cacao and tropical fruits being some of the country’s main exports, Naïf would combine the two together for a sweet taste of Peru. The package would be brightly colored and friendly, with a childlike origami box filled with cube shaped chocolate morsels.

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ideationThe brand Naïf is based on the ancient Peruvian style of art by the same name. It is known for it’s deep ties throughout Peru’s history, well distinguished by it’s pre-Hispanic shapes and symbols. The logo needed to emulate that style, simple, youthful and hand drawn. The design for the packaging was based on that concept as well, with an emphasis on square shapes and childlike characteristics.

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logo

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packagingThe product is contained in a miniature paper box, folded origami-style,

without the use of any adhesive. It is easily folded back together for later snacking. The colors of the box coordinate to the

fruit flavors inside and are labeled on the top.

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the productNaïf chocolate cubes start with the finest cocoa beans from Peru. The beans are carefully roasted and milled to create the pure, rich chocolate taste. They are then infused with the tangy fruit flavors of Peru and cut into bite-sized cubes. They come in three different varieties:

white chocolate

milk chocolate

dark chocolate

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coconut

limon

pineapple

mandarin

white chocolateA smooth, creamy mixture of cocoa and vanilla combined with tart citrus fruit varieties.

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milk chocolate

tangerine

mango

banana

carambola

A sweet, mild blend of cocoa and vanilla combined with the flavor of juicy tropical fruits.

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pomegranate

kiwi

papaya

lúcuma

dark chocolateA rich, dark blend of chocolate for a more intense flavor combined with the exotic fruits of Peru.

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thank youThank you for choosing naïf chocolate. With the cooperation of the World Cocoa Foundation, you can help support the people of Peru.

authorDiana Judge is a student at Mt. Hood Community College in the Integrated Media program, majoring in graphic design. After finishing school, she would like to pursue a career as graphic and web designer.

Special thanks to: Chris Maier, Christian Barnett, Steven Lenhart, and Mackalla Harbison