This project was born during the COVID-19 world pandemic. This gave Chef Goachet a sense of urgency to “teleport” people through his soup flavors, taking them to places like   Tokyo, Medellin, and Hong Kong,, in the comfort of each person’s home. The challenge we had as a branding agency,  was to communicate this experience through his branding. . We wanted those who tried his soups to feel that the packaging, menu of flavors, photography, and the unboxing of the product, were transporting them through a wonderful flavor journey.

The main design obstacle we had, was to communicate the concept of traveling around the world, with just a single design and brand identity. In other words, bringing many different country “looks”, into one brand idea. The solution was to tie Cremico’s design to the idea of something exotic and natural, so that a balance could be had. The concept “Flavor Voyager” was born. This exotic travel approach builds on the idea of an unknown and mysterious place, while using delicious natural ingredients hand-selected by Chef Goachet. This is why the brand has a safari feel to it, which is strongly inspired by Wes Anderson’s films. The idea of travel is presented with the clean and sophisticated symmetry that Anderson uses as a Director. . Chef Goachet’s style and care for the presentation of his dishes, and the quality of the natural ingredients he uses, strongly resonate with the branding we created for his soups. There is a careful cultural representation and feeling of tradition in his new brand.

The brand’s name is strongly linked to the character we created for it, the monkey. It represents travel and adventure, and a truly exotic feeling, “Cremi” comes from “Crema”, which means creamy soup in Spanish, and “mico” is the direct translation of the word monkey . Hence, the name, Cremico. We always show Cremico’s mascot (the monkey) sailing around the world and exploring new flavors. Based on this, we always shows this character sailing around the world and exploring new flavors. In addition, the color palette we used for the company’s branding evoques a feeling like warmth, just like the idea of soup does to most of us.. Soup typically gives us a sense of comfort and nostalgia. Not the type of nostalgia that makes us sad, but instead, the nostalgia one experiences when thinking about a place we have traveled to, miss, and remember dearly. That’s why the brand design, photography, and art direction, alludes to the past. . Aside from all the travel memories one could have, we wanted to create a feeling of nostalgia for a yet-to-be-discovered destination.

The photography of vintage luggage, the hat, the planes, checkered tablecloths, etc, were designed to transmit a feeling of yesteryear. n The graphics, fonts, and supporting elements are all common travel motifs, but designed from scratch to provide the brand with its unique identity, which makes us feel like we are embarking on several adventurous trips around the world..