APU

By Brandlab

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

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.