Chalú

Clú was born in Cuauhtémoc, Chihuahua—one of Mexico’s most iconic apple-growing regions—with a clear mission: to elevate the apple from a commodity product to a symbol of origin, authenticity, and local pride.

Inspired by the legacy of Manzanas El Indio, the brand transforms the identity of the territory into a contemporary design system, where the geometry of the landscape and Rarámuri cultural heritage become the visual language of the packaging.

Inspired by traditional Rarámuri baskets, the packaging celebrates agricultural craft and the strength of northern Mexico through a clean, monochromatic, premium aesthetic that places the fruit at the center and clearly differentiates it on the shelf.

In addition, Chalú makes a key environmental decision by replacing traditional plastic netting with a paper-based solution, reducing plastic use without sacrificing functionality or perceived value.

The result is packaging that doesn’t just look different—it feels authentic, tells a real story, and sets a new standard for Mexican apples.

Team:

CCO: Charly Arias

Executive account: Ileana Bravo

Brand leader: Julie

Art Director: Tony Agüero

Art Director: Samir Gómez

3d artist: Stephanie Peters​​​​​​​

Client: Balam