Somos Chicha:
Exploring Peru's emblematic Art movement.
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In this project, I explore the visual & typographical elements of the “Chicha” Art Movement in Peru during the 1960s, while examining the history behind its surge and how it has become a significant part of Peruvian identity and culture as a whole.
In my exploration, I analyzed the visual qualities of the Chicha aesthetic including colors, forms and layouts, while taking into consideration its context and value. As a result, I developed my own typeface design along with a series of explorations inspired by Chicha Art as well as my own personal style, including posters, a card deck, and pamphlets.
Year
2022
Scope
Typography & Layout
Packaging Design
Graphic Design
Software
Adobe Illustrator
Adobe Photoshop
Adobe InDesign
“A Chicha poster is the manifestation of Peruvian popular art, in whose DNA design and painting are equally mixed, along with the cheerful rhythm of the Andean psychedelic cumbia.
It is also the expression of the 'cholo', the Peruvian of the town, the "Chicha", with its colors, its slang, its music, gastronomy and experiences.”
- Nicolás Sánchez
chi·cha
[ chee-chuh ]
1.
2.
A fermented or not fermented beverage of Latin America emerging from the Andes and Amazonian regions.
An alternative name of Peruvian cumbia (musical genre)
"Chicha" Art has become an iconic visual style that is used in both Advertising and Fine Arts as a medium of artistic expression.
Its visual style is representative of Peruvian culture and is influential in a world-wide spectrum.
Chicha Art in the streets of Lima, Peru.
“Somos Chicha” is a typeface composed of three different weights: Extra, Regular, and Bold. The design was inspired by the traditional Chicha Art lettering found in posters, and its unique use of pronounced curves, elongated ends, and overall harmonious composition.
Having always been drawn to curved shapes and round-edged objects, I was captivated by Chicha lettering and how dynamic & overpowering it was in a composition. Additionally, I found myself getting inspiration from nature and its organic curves such as flower petals, water drops and leaves, which lead me to the creation of "Somos Chicha: Extra," and consequently the cards design.
As a way of displaying my typeface design, I decided to create a personalized deck of cards showcasing each letter of "Somos Chicha: Extra" accompanied by a word in Spanish that holds Peruvian cultural and historical significance.