UKU is a Peruvian brand of chili paste created for the European market. After a couple of years in the market, the challenge was to create a different element that could generate impact and interest in potential clients. Once again, faithful to the essence of the brand, we are inspired by the Peruvian culture. The name UKU comes from the Inca trilogy where the Uku Pacha was considered the underworld, and in the case of the UKU brand the place where its main ingredients come from.
We wanted the brand to have a high visual impact and we achieved it thanks to an original element that is the UKU masks. These are a representation of the Mythological God called Supay who rules in the Uku Pacha of the Incas. This representation allowed us to once again endow it with a unique mystique and to have distinctive elements of the brand that were not only graphic elements but would become part of its identity. Each mask represents one of the products and connotes meanings such as spicy, flavor, fire and seasoning, which are very typical of Peruvian cuisine.
The Peruvian Andean worldview represents a very different way of being in the world, a world where there are spiritual beings, who were more respected than feared. This is the case of Supay, a mythological Inca god who, upon the arrival of the Spaniards, went from being respected to being feared. One day, due to a vision, a popular legend arises, giving rise to the traditional dance that we now know as the Diablada de Puno.
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