Sandra Peralta is a powerful and commercial brand, aimed mainly at a young audience, which identifies with Afro-Peruvian music, but "tinged with a multicultural urban sound".
In order to exploit these characteristics, the Lost in Wild font was chosen for the typesetting. This type of letter presents purely gestural characteristics, which grant a unique and very personal appearance, and whose characters generate a visual rhythm, which in a certain way resembles musical rhythms. All the characters were modified in a way that allowed a harmonic visual unit.
The range of colors is directly related to Peruvian culture, where one of the colors that predominates is red. A variant with a high content of magenta was selected, associated with vitality, passion and strength.
In order to complement the brand with a pictorial sign, it was decided to use a flower. This is mainly due to Sandra's preference for floral prints in her wardrobe, an aesthetic aspect that we seek to reinforce through visual identity.
Tools: Indesign / Illustrator / Photoshop