Cementos Pacasmayo, the leading brand of cement in the north of Peru, entrusted us to develop a new line of low cost products that reflect the pride on countless stories of effort and progress.
With the challenge of creating a more emotional brand, which would achieve a close relationship with its major customers (builders and self-builders), "Mochica" was born with a differentiated value proposition, which seeks to heighten the pride and strength of northern people.
Through a visual universe inspired by the culture of the same name, where earthy colors and diagonal cuts wrap around the packaging, the main character, the Mochica warrior reflects the values and the strength of the northerners. Also, taking advantage of the visual richness of the Moche culture, and accompanied by a solid and consistent typography, we created a pictogram system for the product’s use instructions inspired by that past.
"Mochica" reflects the legacy of an advanced, resilient and inspiring society.
Silver in Packaging Design 2020
Jupio Ishiyama (graphic designer) / Paloma Estremadoyro (project executive)