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.
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GOALSMy main goal was to learn more about the 'Chicha' Art movement and better understand why that style was so visually compelling, effective in communicating its message, and representative of Peruvian Culture. In doing so, I wanted to put myself in the shoes of local Peruvian artists & designers, and get immersed into their creative process and fascinating artistry. In terms of my design practice, I aspired to create designs that were inspired by Chicha Art, but most importantly, representative of my culture and personal style.
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EXPERIENCEThis project was very inspiring and eye opening to me because I was able to get in touch with my culture's artistic roots and discover so many incredible designers and craftsmen that persevere and thrive pursuing what they love every day. However, I did face some challenges along the way. During my design process, I struggled finding a balance between the Chicha style and my own, as I was trying to have it be a source of inspiration rather than a style I was going to replicate. As a result, my designs resembled more of a personal style, incorporating the Chicha Art style with a bit of a personalized and modern twist.
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MAIN TAKEAWAYSMy biggest takeaway was having learned in greater depth about my country and all the diverse ways in which we express ourselves through art, and also truly understand all the passion and dedication that goes into creating such emblematic pieces. Peru has and will always have a special place in my heart and be a source of inspiration for my work, so it was a very enriching and fulfilling experience for me. I believe I was able to create visually compelling designs that are both representative of Chicha Art and my own visual style, however, I consider that I could have incorporated more of the knowledge I acquired through my research into creating more thoughtful and unique ways of displaying my work. In addition, part of me feels that I delved more into my personal style rather than putting a bigger focus on the more traditional Chicha visual style.
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FEATURESMy project is showcased in Parsons School of Design's 2022 publication, published by Draw Down books, featuring the work of students in the BFA Communication Design program. https://draw-down.com/products/framework-101 It was also featured in Parsons’ BFA Communication Design Thesis 2022 website. https://bfacd.parsons.edu/2022/sofia-cacho-sousa
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.