Azure is the only company is the UK that sells pinole, a traditional Mexican recipe for a powder made from blue corn. It will sell this pinole in individual packets online to a Mexican consumers, restaurants and chefs. Azure needs a very distinctive logo that offers its consumers a product that reminds them of their childhood, heritage and home. It's important that this logo stays authentic, rustic, simple and distinctive.
It's important to have a logo that evokes PINOLE to our consumers. Pinole is a flour made blue corn, prepared through a an ancient Aztec recipe. It's very nutritious and tasty. Mexicans know pinole as powder they eat or, most commonly, as a warm, sweet and comforting drink. It has strong connotations of home, childhood and the past. I'm looking for those emotions or evocations in my logo.
Pinole was invented by the Aztecs who used it as a safety food in times of hunger (it keeps up to 5 years) and as a travel food as it is rich and nutritious and light to carry. It is also used by the Tarahumara, the super runners of Mexico who run 50 miles in sandals in the mountains, snacking only pinole.
My business is dedicated to providing an very tasting food that is free from gluten and free from sugar whilst insuring that it sources its blue corn from indigenous farmers in Mexico to lift thousands out of poverty, perpetuate traditional agricultural practices and to preserve a rich genetic biodiversity of blue corn.
Please experiment in your logo with:
- metate designs (traditional corn grinder you can see in pictures bellow)
- blue corn
- cornmeal/blue corn flour
- Aztec/Mexicana patterns
- Mexican corn goddess
It is important not to have an indigenous looking figure. As a French person, I am always always suspicious of any company that sells french sounding foods with a baguette or beret! That's not how I identify with French food or French identity. In this sense, it's important that you not try to have logos that 'look like' Mexican/Aztec images. That will alienate my consumer base.