Considering the growth that Peru has been experiencing, it was decided to start its country brand building process as part of an off-shore promotion strategy; boosting the commercial sectors with greater international exposure for tourism, exports and foreign investment attraction.
An interdisciplinary team at FutureBrand took on the exciting mission of understanding an iconic country in terms of culture, gastronomy, natural beauty and birth of South American civilizations. The task involved careful observation and analysis of the identity components of a multicultural country.
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.
"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.
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's forums and conferences.