UNACEM, the largest cement company in Perú and one of the most important in Latin America, requested that design firm Brandlab redesign their APU brand. Apu is a Quechua word that means 'mountain' and 'god,' because in the Inca culture, mountains were considered sacred guardians of communities. Using blocks as a pattern, the design team created a mountain, then defined a strong typography and a new color scheme associated with construction elements. Before the redesign APU sold 8,000 metric tons of cement monthly. The company estimated that after the relaunch, sales would go up to 12,000. However, only three months after the redesign, it is now selling over 40,000 metric tons monthly.