Creative Showcase
Perú Country Brand / Promperú
Submitted By Guillermo Altube
Description
FutureBrand worked on the strategic approach and design of the Peru country brand looking for the creation of a unique and singular brand image that could enhance as well as contain such a vast and diverse proposal as Peru as a destination is in terms of trade, tourism and foreign investment opportunities.
Objective
To create a strategy suitable for Tourism, Trade and Foreign Investment, set the right brand architecture, and to create a logo + visual identity system, thougth to replace preexistent brand efforts (tourism logo, Invest in Peru logo) an become the first Peruvian Country Brand. The main objective was to boost those commercial sectors with greater international exposure providing synergy to promotional efforts.
Technical Challenge
The word Peru led us to a logo. The spiral, present in all Peruvian regions and cultures, represents evolution, change, and it also refers to a fingerprint, in line with the brand essence “There’s a Peru for each one\".
The handwritten typography emphasizes the word, creates a logotype from a single line because once in Peru, people trace their own path based on their particular interests. The challenge was to find this simple solution in such diverse amount of information Peru provides as a country.
Client
Promperú
Industry
Country Brand
Media
Integrated Branding
Market
Country Brand
Credits
Account Executive
Julia Viñas
Art Director
Marcelo Rojas
Content Strategist
Laura Alfano
Creative Director
Guillermo Altube
Designer
Juan Ruggiero
Director
Gustavo Koniszczer
Views
754
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