Wong

In a single day, a person receives up to 5,000 advertising messages. Amidst that chaos, brands don’t need to shout louder; they need to be themselves. And Wong is lucky enough to be Wong. Our job was to restore value to one of the most beloved and recognizable symbols in Peruvian retail: its 'W'.

The challenge was to stay relevant for the Wong-lovers of today and tomorrow—Millennials and Gen Z—without betraying the essence that previous generations fell in love with. The key was looking inward: we had to go back to basics. We understood that the greatest innovation was to strengthen its most powerful asset—that logo which already faithfully represents the brand in people's minds.

Our solution was a statement of intent: the 'W' became the hero of the communication. The logo didn't change, but its meaning did. It went from being a mere signature to becoming the heart of the system. To bring it to life, we created a palette of color 'moods'—a versatile tool that allows the brand to express emotions, such as freshness, celebration, or exclusivity, while always maintaining a common thread.

Now, every piece of communication is unmistakably Wong. The brand owns a design system that provides order, intent, and the versatility to be relevant in any context, without ever setting its essence aside. Because in retail, that is worth its weight in gold.