Creating a
Disruptive Brand. Milagrito Chilango.
With the Human Centered Design methodology and its tools, we achieved a deep understanding of the consumers of the dining room, how important it is in Mexican gastronomy and most importantly insights that are the basis for finding our value proposition and creative concept.
Our Process
Persona profiling
Journey papping
Testimonios
Real cases
Product Design
Value Proposition Canvas
Business Model Canvas
Positioning
Touchpoint Orchestration
Brand Communication
For Salsa Lovers
Men and women 25 to 55 years old SES C, C+, AB.
Education: Middle and higher.
A salsa lover considers salsa to be the soul of food.
They are not simply swayed by the ‘award winning’ or the most elegant restaurants, but by the places that have quality and innovation as their first objective. They invest their time
in choosing products and services that originate or have tradition. They are loyal to brands with identity and historical continuity,
seeking innovation and constantly adapting.
Analysis and Inputs
- Humor in conjunction with specific illustration styles generates differentiation and identity.
- The use of 'spanglish' is common, it has become a proprietary language of the chilango.
- Most salsas on the market have complicated names that are difficult to remember.
- When brands present a concept and identity, as well as their own nomenclature, it generates differentiation from the competition.
In this phase we conducted two workshops to find our value proposition and design our product. We found innovation within the world of sauces not only at a product level but also at a social level and how to impact the gastronomy of our segment and finally the business model for our brand.
Brand Pilars
'Salsa is the Soul of food'.
Value Proposition
Lavanero is a brand of creamy habanero sauces, the first of its kind. For the brand, the most important thing is its Chilango origin, which gives it a unique and different character, where cultures and flavors converge.
Lavanero is a little piece of CDMX
100% Chilango
Inspired by a
Multicultural City
Secret Recipe
Perfect pairing with all
Mexican Food
