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INCA Brand Identity

Fieras Estudio and Jorge Luis Campozano recently created a brand identity and packaging design for INCA, a tea brand. The designs for this brand are inspired by the divine figures Pachamama, Inti, and Viracocha from the Inca culture and religion. These figures were paired with specific flavors that complement what the deities represent and stand for.

Pachamama represents the power of the earth and of time; she is the goddess of fertility. Her illustration is the only one with organic elements such as flowers and leaves. Her packaging has the softest color palette which incorporates pastel versions of the general color scheme (blue, red, yellow, green). The flavor for Pachamama is hibiscus (hibisco) because the tea is intended to help improve your health.

Inti represents the sun; he helps to nourish both plants and people. The illustration for Inti is a bit stronger than Pachamama’s. He is represented with vibrant and saturated colors, and more geometric patterns. The flavor that goes with Inti is green tea (teverde) because like green tea, Inti takes care of humans every day.

Viracocha is the great creator deity and is regarded as one of the most important deities. He created the universe, sun, moon, stars, time, and civilization. The illustration for Viracocha is the strongest of the three. Mostly all of the general colors are being used, but the red and blue are darker and there is no green. Overall this illustration feels more serious than the others. The flavor that goes with Viracocha is red tea (terojo) since it is strong and helps the human body in extreme conditions.

Overall, I think the designs and illustrations are beautiful. Everything from the type to the colors go well together. If I saw this in a store I would definitely buy it even though I don’t really drink tea. What do you think about the execution of this project? Is it successful?


  1. pkearney wrote:

    I enjoyed reading about the different meanings behind the packaging! This is a great example of how packaging plays a very important role because not only is it appealing to the eye, but it has spiritual meaning that relates to the product being sold.

    Thursday, February 28, 2019 at 10:00 am | Permalink
  2. ecativo wrote:

    This is a really strong example of good design on some many levels. I think from concept to execution the designer(s) did an amazing job. They created a really cohesive branding identity that stands out and manages to appeal varied.

    Saturday, March 2, 2019 at 10:33 am | Permalink