Lead designer
impostergable, Rikolto, ECOSAD
Create a place branding that helps transform and promote the district Surquillo as a gastronomic destination of the city of Lima and also contributes to the urban and social development of the neighborhood.
We made up a 5 step process to design the place branding of the district of Surquillo. First, we defined the project goals and focused on understanding the urban context. Second, we did a series of urban mapping and did some research on the historical background of the district. Third, we collected and made some urban analysis and identified the main strengths and weaknesses of the district. Then, we ideate and design some concepts to capture the brand uniqueness and the value proposition of Surquillo. Finally, we designed a plan for place making and a plan for brand promotion with strategic actions.
Surquillo is a district with about 6 food neighborhoods that could positioned it as a gastronomic district. These neighborhoods are spaces that can create food centralities and bring together other neighbors from the surroundings with the food supply. “Surquillo, the flavor district” highlights the three main characteristics of the district which are: its gastronomy, the people and its history. A place branding needs to come along with action. In addition to the brand guidelines, we developed a communication plan detailing the urban interventions like make municipal law that positiones “Surquillo, the flavor district” as the main brand among gastronomic districts; and improve urban infraestructure especially the public spaces around the markets and restaurants.
Check project
The brand “Surquillo, the flavor district” was launched on social media in May, 2021 along with the First Food festival. This festival was one of the first brand activities that took place in May 2021 to promote the new image and help reactivate the 14 markets and 618 restaurants located in Surquillo. This initiative included a series of activities like workshops with market workers and restaurant owners, gastronomic tours, live music and talks.
