At a time when Peru was showing an impressive economic growth, a new national brand was needed. Selected via an international bidding process, a FutureBrand multinational team created a positioning based on three attributes: multifaceted, specialist and captivating. Following the subsequent idea of ‘There is a Peru for each one’, the new logo is reminiscent of the spiral, a symbol present in many ancient Peruvian cultures. One year after the launch, the brand has over 90 per cent of public acceptance, and is widely present in the country.
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