CHIMITO

From Idea to Launch

Chimito

From Bold Flavor to Ready-To-Launch

Brand Strategy

Strategy Cookbook

Creative Direction

Lifestyle + Product Photography

GTM Storytelling Ecosystem

Challenge

Chimito had an incredible product — bold, punchy, craveable chimichurri that taste testers were obsessed with.

But the brand wasn’t there yet.

As first-time founders, Chase + Zari knew Chimito tasted amazing… but they didn’t yet know how to build a brand world that felt as good as the product tasted.

They were asking:

  • How do we pull the brand out of our heads and into something real?

  • How do we build clarity, cohesion, and storytelling from day one?

  • How do we show up in the market with confidence — not guesswork?

They didn’t need “photos.”

They needed translation — someone who could take a spark and turn it into a brand.

That’s where Morel Creative came in.

Bold

Fresh

Made for togetherness

We guided Chimito through an intentional, structured journey — one designed to take a brand from undefined to unmistakable.

Step 1 — The Forage Workshop

A deep strategic discovery session to unearth the soul of the brand.

Together, we uncovered:

  • The emotional essence behind Chimito

  • Core brand values and personality

  • The cultural and culinary influences that make it unique

  • Who the brand serves and what moments it belongs in

  • The difference between “a chimichurri” and this chimichurri

This foundational clarity became the anchor for everything to come.

Step 2 — The Strategy Cookbook

We distilled all insights into a strategic, visual, and narrative playbook:

  • Brand pillars

  • Messaging direction

  • Visual voice and tone

  • Mood boards

  • Photography language

  • Content guidelines

  • Storytelling structure

This is now Chimito’s north star — a guide that grows with the brand

Step 3 — Lifestyle Shoot (Storytelling in Action)

With strategy nailed, we brought the brand world to life through imagery:

  • Ingredient prep

  • Drizzle/pour moments

  • Textural close-ups

  • Table gatherings

  • Chimi-tinis

  • Hands, interactions, joy

  • Beautiful “aftermath” moments that show real flavor living

Every frame reinforced the visual tone we defined:

punchy, bold, elevated-but-human, flavorful, and full of energy.

Step 4 — Product Shoot (Pack Shots)

We created a clean, consistent, ready-for-market product library:

  • Crisp, high-resolution SKU imagery

  • True-white backgrounds for e-commerce and retail

  • Multiple angles for sell sheets, press kits, and online listings

  • Subtle retouching and oil reduction to keep the packaging pristine

Outcome

A cohesive brand identity

Chimito now has a unified brand world that feels unmistakably theirs — bold, warm, modern, and premium.

A complete visual ecosystem

Lifestyle + pack shots — ready for:

  • Website

  • Social

  • Retail pitches

  • Investor decks

  • Press

  • Launch campaigns

A strategic foundation
Built To Scale

The Strategy Cookbook now guides the founders in every decision: content, design, storytelling, and marketing.

A brand that finally looks like what it tastes like

The imagery captures the punchiness, warmth, flavor, and cultural energy of Chimito — something the founders had struggled to articulate before.

A partner, not just a vendor

The process created a relationship of trust, guidance, and co-creation — a foundational partnership that extends beyond the first deliverables

We absolutely LOVED working with [Morel Creative] throughout this process of founding our first CPG brand and learning everything from the ground up.

Zari | Chimito Co-Founder

Thank you so much Jake!! These are amazing.

Chase Johns | Chimito Co-Founder

Omg I'm loving this deck!!! Thank you so much for all your incredible work, we couldn't be more thrilled!! Obsessed!

Zari | Chimito Co-Founder

The New Normal

Chimito now moves through the world as a fully realized brand:

  • Confident and consistent

  • Visually recognizable

  • Strategically grounded

  • Ready to pitch retailers

  • Ready to hit shelves

  • Ready to tell its story with clarity

The founders now have:

  • A brand identity that matches the quality of their product

  • A library of assets that accelerates marketing and outreach

  • A system that scales with them

  • A clear path forward

Most importantly:

Chimito no longer feels like an early idea — it feels like a real brand with real momentum.

And Morel Creative was honored to help bring it to life — from essence → strategy → storytelling.

Ready to turn your next campaign

into a category-leading story?

Let's Grow

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