Behind the brand: the link between visual identity and cultural meanings in products from cacao estates in the Chontalpa region of Tabasco

Abstract

Harvesting cocoa is an emblematic activity in the state of Tabasco, Mexico. In the municipalities that make up Chontalpa region, Comalcalco is home to the largest number of cocoa-producing plantations, which operate locally and offer beverages, food products and other cocoa-derived commodities. This production embodies a range of cultural meanings. The article presents an analysis of the visual identities of chocolate brands based on a qualitive study aimed at identifying how the cultural identity of the region is reflected in local production. In order to achieve it, dialogues were held with producers of six farms who reflected on their activities, the culture of the Chontalpa region. To complement the study, a content analysis matrix was developed based on three elements of visual identity -iconographic symbol, linguistic symbol and plastic (graphic) symbol- in order to systematize information related to the participant’s brands. The findings indicate that the selected enterprises incorporated representative elements of regional and family culture into the creation of their visual identities, also confirming the existence of a shared connection between cultural and visual identities.