Punto Orgánico by Infinito

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CLIENT

An organic foods store (“Organic Spot” in English). It is a very casual and relaxed place where you can also find organic food recipes and information. Their target audience is upper and upper-middle class women, who are concerned about their family’s health and the environment. 

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BRIEF

In Peru, consumption of healthy and organic products is rising. However, it still is a very low profile business. The challenge was to raise awareness of “Punto Organico” with an interesting and eye-catching identity that would position it as the leading organic food store.

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APPROACH

It was one of those projects where you immediately know what needs to be done. The name simply gave us the answer: an “organic” (meaning raw and green) lettering in the shape of a dot or circle. Additionally, it delivers on the promise of a place with personality and charm where you satisfy your needs of organic, fresh and healthy products.

We launched with a very clear objective: to be the first organic food store in Lima and to fulfill a market segment that is growing considerably in the last few years. Our initial budget was very small, nevertheless we invested 25% of it in our identity. That decision was crucial, because it’s with this identity that you make a first impression, then you position yourself in your consumer’s mind to finally create value for your mark. Infinito contributed a lot to our initial concept, they translated it to a visual realm stupendously, way beyond our expectations. Finally, we chose a logo unanimously that today is a key factor of our growth. — Jimena Florez-Estrada, partner of Punto Orgánico