Mundo Chachapoyas is the brand representing the Utcubamba Valley Tourism Corridor, which includes the captivating regions of Chachapoyas, Luya, and Bongará in Amazonas, Peru. Our extensive research into the social, cultural, commercial, and natural environment enabled us to fully grasp and emphasize the distinctiveness of this tourist destination.

We devised a brand strategy aimed at harnessing the inherent value of the territory, positioning it competitively on both national and international stages. Through our strategic focus, we highlighted the destination’s strengths, promoting its unique and appealing identity to tourists from across the globe, as well as to local visitors and the communities residing within.

Our inspiration stemmed from the rich natural and cultural landscape of the Utcubamba Valley, the cradle of the Chachapoya culture—known as the “men of the clouds” due to the dense fog typical of the Amazonian Andes. We crafted a graphic system inspired by the textures of clouds, forests, earth, and water, subtly revealing hidden faces that lend an air of mysticism to the brand, enhanced by a vibrant and pulsating color palette.

We also developed Chachánika, a typography that encapsulates the essence of the Chachapoyas, providing a voice for the territory and its communities. This typeface expresses the uniqueness of the region, merging its ancestral heritage with the natural wonders of the area, all from a contemporary and mindful perspective. Through this blend, the brand narrates the story of a place where ancient legacy meets the marvels of nature in a harmonious, modern context.