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Creating the future of Country Brand Peru.

Country Brand Peru

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Theres a Peru for each and everyone.

An interdisciplinary team of more than 15 FutureBrand members faced the exciting misin of understanding an iconic coutry in terms of culture, gastronomy, natural beauty and birth of South Americas civilization. The task involved a very careful observation and analysis of the identity components of a multi cultural country. Considering the growth that Peru has been experiencing, it was decided to start the process of the construction of its country brand as part of an off-shore promotion strategy; boosting the commercial sectors with greater international exposition, as are tourism, exports and foreign investment attraction. Our challenge was make a country brand that stands out, draws attention and fundamentally- to be able to transmit a clear promise. A strong and positive country brand represents a key competitive advantage at the moment of reaching a greater and better awareness in key shareholders. The Idea Peru stimulates the senses with its overflowing and unusual natural diversity. Its 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. Peru contains a vast variety of possibilities, stimulating curiosity and showing us an unique path for our own individual journey. Peru offers exceptional opportunities that deliver and exceed every expectation. Each person who comes in contact with Peru lives a personal one-of-a-kind experience. To sum up, we discovered that Peru is multifaceted, special and captivating. There is a Peru for each and every one: it is an interesting country, for all interests. The Solution A country brand that expresses Perus flavor, color and living history. That welcomes visitors from all over the world to the new and modern Peru, reflecting all its splendour, diversity and hospitality. Peru is now an international destination that offers attractions and opportunities that are unique in the world, due to its natural and cultural treasures.
Country brand Peru Case Study 2

Country Brand Peru

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The identity focus is centered on the word Peru, an inclusive name, that does not belong to any specific culture, but that is the product of junctions, mixtures and desires.

Peru has now a very 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 Case Study

Country Brand Peru

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The spiral form that the P has is referred to one of the graphic motives present in all the cultures born in Perus land. It represents evolution, change, transformation. It also referes to a finger print, in line with the concept that there is a Peru for each one. Also, the use of a handwritten typography, creating a logotype from a single line: because in Peru people trace their own path based on their particular interests.

Country brand Peru Case Study

Country Brand Peru Furthermore, the identity system uses graphics from different regions and cultures, re interpreting them to create a graphics system that covers color backgrounds as well as images.

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Country brand Peru Case Study

Country Brand Peru

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Country brand Peru has been very well received, and also is constantly being applied in several fields, achieving recognition and appreciation all over the country and all over the world.

Country Brand Peru in Wall Street.

Country brand Peru Case Study

Country Brand Peru

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Country brand Peru Case Study

Country Brand Peru

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Typography
The typography that accompanies the brand indentity system, has been specially created for Peru by TypeTogether, the same foundry that created the Bree family typesetting, internationally used.

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Country brand Peru Case Study

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FutureBrand 2012