San Miguel is one of the 43 districts in Lima, Peru, with a population exceeding 183,000 people from the upper and upper-middle class. Over recent years, there has been a notable surge in the number of pets in households.
Recognizing this trend, the recently reelected political party identified a need and potential to enhance communication with pet owners in the neighborhood. The primary objective was to promote inclusivity and provide quality services to pet-friendly residents.
The project’s challenge was to create a versatile brand that resonated with the local community, aligned with the district’s official identity, and could function independently across all promotional and communication materials related to pets.
Drawing inspiration from the Spanish onomatopoeia for a dog’s bark, “Guau,” the name “San Miguel” was transformed into “San Miguau.” The icon of seafront waves in the district’s emblem was replaced with a dynamic, friendly dog representing the Peruvian native breed, mimicking the movement of waves for a seamless association with the original logo.
Empathy, enthusiasm, leadership, freshness, and efficacy are among the values intended to be conveyed through this new brand.
