“Mundo Chachapoyas” is the brand representing the Utcubamba Valley Tourist Corridor, encompassing the captivating regions of Chachapoyas, Luya, and Bongará in Amazonas, Peru. Through extensive research into the social, cultural, commercial, and natural environments, we aimed to understand and highlight the uniqueness of this tourist destination.
We developed a brand strategy to capitalize on the inherent value of the region, positioning it competitively both nationally and internationally. Our strategic approach helped articulate the destination’s strengths, promoting its unique identity and appeal to tourists worldwide, as well as local visitors and the resident communities.
Inspired by the natural and cultural surroundings of the Utcubamba Valley, where once thrived the Chachapoya culture (also known as the ‘people of the clouds’ due to the dense Andean mist) we designed a graphic system based on textures of clouds, forests, earth, and water. This revealed hidden faces and infused the brand with mysticism, using a vibrant and dynamic color palette.
We created Chachanika, a typeface that captures the essence of the Chachapoyas, giving a voice to the region, artisans, communities, and entrepreneurs. It expresses the uniqueness of this area by blending its ancestral heritage with natural wonders from a contemporary and conscious perspective, allowing us to convey the region’s cultural richness in every communication element. It is paired with Geologica by Monokrom.
