UKU | Branding
Peruvian cuisine enjoys great recognition worldwide, not only for its dishes but also for its ingredients. The company Taste of Peru, originating from Denmark, saw the opportunity to introduce a 100% Peruvian product to the Danish market—aji pastes.
The challenge was significant as they needed to stand out by creating a new market niche and capturing the interest of the main customer, the chef.
The story tells us that in Inca mythology, the world below was called Uku Pacha. It was a place that began just below the Earth’s surface and extended to the depths of the sea. The Uku brand is a Peruvian product that brings together ingredients from the earthly world and that distant territory called Uku Pacha. Uku represents this blend and embodies it in its gothic-rigid typography, as a reference and reverence to the stones that were the foundation of Inca constructions. This folkloric style represents modern-day Peru and is accompanied by vibrant colors inspired by Inca textiles.
