Copeinca

When CFG and Copeinca decided to merge, the result was the birth of Peru's largest industrial fishing company. It brought together two operations, two organizations, two ways of approaching industrial fishing, and above all, two communities. However, when the brand—whose primary audience is its nearly 2,500 employees—reached Sentido, this union had not truly taken place. The logo made it evident: it still showed both names, separated by a line.

The project began when the Talent Management team conducted deep research into the community's sense of belonging and identification with the brand. At that point—when they decided to call themselves Copeinca—we got involved, seeking to build a brand that would seal the fusion and establish a sustainable culture.

We led workshops with key leaders to understand the nature of the organization: in a challenging industry, they felt that resilience was their greatest value. We turned that into the foundation of the narrative, but with a more active role: we transformed resilience into optimism.

Everything—from the logo and the color palette (inspired by the hues of the Peruvian sea) to the typography and the values' medals—revolves around optimism and the organization's vision.