PromPerú is a government agency for the promotion and foreign trade of Perú. The project also included the Ministry of Foreign Affairs and ProInversion. The audience of all three entities are all the Perúvians, manufacturers, exporters, importers, visitors, tourism boards and agencies, investors, etc.
We conducted a process to guide the construction of the country brand, as part of an off-shore promotion strategy, boosting the commercial sectors with greater international exposition: tourism, exports, and foreign investment attraction. The challenge was to create a strategy apt to those areas, to set the right brand architecture, and to create a logo and visual identity system, communication guidelines and collateral materials, and also to create and develop a net of consensus among regions and organizations from several activities, from private and public sectors, to share and validate each step of the project.
The task involved the analysis of a multicultural country. The team traveled, interviewed, investigated, and set the brand essence “There’s a Perú for each one,” founded on three pillars: multifaceted, specialist, captivating. The word “Perú,” product of junctions and mixtures, led us to a logo. The spiral, graphic motif present in all Perúvian regions and cultures represents evolution and change. It also refers to a fingerprint, in line with the brand essence. The handwritten typography emphasizes the word, creating a logotype from a single line, because in Perú people trace their own path based on their particular interests.