Peru exports Andean superfoods to developed economies, where traceability and sustainability are almost essential requirements for the entry of products into their markets, but which are no longer differentiating factors - that makes it more difficult to stand out in the world stage.
With the goal of standing out amongst other competitors, the brand wanted to unite the product’s origin, with the rest of the world i.e. connect foreign consumers with the native heritage of superfoods from the Peruvian Andes. The idea was to have the target demographic group feel they were purchasing a native product that was loaded with further innovation.
The concept of duality was the mainframe of this idea. This duality is ever-so-present in the ancient cultures of the world (Inca + Taoism). Through the creation of geometric patterns, which we also find in Andean textiles, we represented the concept of complementary opposites, achieving an interconnection between the Andean worldview, traditions, innovation and interculturality. The packaging, in the end, turns out to be a communication vehicle that connects the production origin and local culture, with a universal culture.
STUDIO: FIBRA BRANDING
CREATIVE & ART DIRECTION: Andrea Gálvez
GRAPHIC DESIGN: Daniela Barrio de Mendoza
3D: Oscar Gomez