Inkafarma is the largest pharmacy chain in Peru with more than a thousand stores and eleven thousand associated establishments. We modernized its brand and provided it with the values that served as the starting point for its communication strategy.

In Peru there are two symbolic universes that coexist within the sphere of health. On one side is Western medicine, based on scientific evidence. On the other, that of traditional medicine, which is usually linked to native and ancestral practices.

We sought to refer this second component, but without distorting the first, which is the core of Inkafarma’s business.

The western universe was represented by the red cross in their logo, so we kept it. What we did in our proposal was to insert a set of layers in the shape of an Andean cross or chakana, coming from the symbology of ancient Peru, as a leading protective circle. This way both cultural traditions were united in a single idea.