Chalú

Chalú is the new standard of freshness, authenticity, and origin for apples grown in Cuauhtémoc, Chihuahua — one of Mexico’s most iconic apple regions.

The brand was born from a simple idea: to turn the identity of the land into the identity of the product. The result is a packaging system that celebrates the landscape, the purity of the fruit, and the legacy of Manzanas El Indio, a name deeply rooted in local tradition.

Design Concept
Chalú represents purity, strength, and simplicity — exactly how an apple should be. Short, natural, and universally pronounceable, the name carries a soft, positive sound that feels accessible across cultures. The visual identity brings together:

• A geometric apple icon inspired by indigenous symbolism and the rhythms of the land.
• A bold red illustration capturing the apple valley, its sunrise, trees, and fields.
• A packaging system that blends modern simplicity with timeless agricultural storytelling.
• A crafted, monochromatic aesthetic that elevates the fruit’s natural power.

Brand Values Chalú is:

• Natural
• Honest
• Powerful

This project is a tribute to the region, the growers, and the people behind every harvest. Proudly Made in Mexico. Proudly Hecho en Prime.

Team:
CCO: Charly Arias
Executive Account: Ileana Bravo
Brand Leader: Julie Houtevelts
Art Director: Tony Agüero
Art Director: Samir Gómez
3D Artist: Stephanie Peters

ThePrime® — carias@theprimemx.com

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