Challenge

The challenge was to create a country brand that stands out, draws attention and - fundamentally - a brand able to transmit a clear promise.

Peru stimulates the senses with its overflowing and unusual natural diversity. It’s a unique country that has an abundance of attractions, benefits and opportunities that are scarce anywhere else in the world. Peru has given visitors new interests and the desire to constantly search deeper into its innermost core. Together with PromPerú, the Peruvian Government's promotion agency, FutureBrand defined Peru's attributes: multifaceted, specialised and captivating.

The Branding Strategy:

The new brand identity was built around Peru’s flavors, colors and living history.It was built to attract more tourists to both the new and the modern Peru, mirroring all its beauty, diversity and generosity.

The brand identity:

The brand needed to be used within a variety of sectors (tourism, gastronomy, investments…), which is why the agency decided to keep the brand’s name simple. The entire identity was built around the word “Peru” and no frills were added to the name.

Solution

"There is a Peru for each and every one" emerged as the new country's positioning –a country brand that expresses Peru’s flavor, color and living history.

It welcomes visitors and investors from all over the world to new and modern Peru, reflecting all its splendour, diversity and hospitality. The identity is focused around the word 'Peru', an inclusive name that does not belong to any specific culture, but that is the product of junctions, mixtures and desires.

The spiral used to write the country's name evokes past civilizations and at the same time projects the country to the future. From that gesture, a comprehensive visual system is born and works fluently in all supports, including a specially developed type font.

Results

Peru now has a memorable country brand that tells the world that along the road you can discover a country that always offers more than was expected (quantitatively and qualitatively; rationally and emotionally).

Country brand Peru has been very well received with a 93% public acceptance rate according to a survey a few months after the launch.

The brand is constantly being applied in several fields, achieving recognition and appreciation all over the country and all over the world, and it's taken as a global benchmark in industry forums and conferences.