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APU

By Brandlab

APU Cement packaging by Brandlab with geometric patterns and bold text
Mountain landscape with geometric overlay by Brandlab for APU branding
APU cement bags by Brandlab with logos and text design
APU cement bag with geometric design by Brandlab
APU cement bags with geometric design by Brandlab
APU Cemento branding by Brandlab on packaging with geometric design
Brandlab's APU design with construction icons on orange background
Muy Fuerte logo by Brandlab with flexed arm icon in black circle
Worker wearing a respirator and hard hat beside cement bags labeled Cemento
APU cement bag design by Brandlab featuring bold geometric letters

Overview

When was the last time you admired a bag of cement? Well, here's one to appreciate.

The word APU comes from the Quechua word for 'mountain' (and also 'god'), so naturally this is a bit of a homerun for Brandlab's approach to work through mountainous iconography.  

The simple stacks of cement bags evoke the essence of the stylised peaks of the Andes, making it a fitting representation for its environment and context. This branding is strong and effective.

So, why does this rebrand matter? And now do we know if it's actually met it's brief. Well, the results speak louder than any tools on site. Before the facelift, APU moved about 8,000 tonnes a month. Only three months after launch that figure surged past 40,000!

Proof that a good identity can set faster than quick-mix concrete and pull its own considerable weight in the market.

Having said all this, I have a soft spot for the old brand. Maybe it's nostagia, or just the thumbs up, but I just like it.

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