Inca Kola
Refreshing an icon.
Summary
Inca Kola is a Peruvian national treasure, woven into the country’s culture and identity – but it needed a refresh amid fierce competition and fading relevance. Our research revealed a compelling consumer truth – that in Peru’s rich, evolving culture, difference is something to be celebrated. This gave us a powerful platform for our rebrand, elevating Inca Kola from beloved beverage to empowering cultural catalyst.
Opportunity
Deep roots, declining distinctiveness.
Inca Kola is woven into Peruvian life, synonymous with the national identity. This creates challenges as competitors increasingly copy its iconic look, eroding distinctiveness. The task is not only staying relevant, but reclaiming distinctiveness without abandoning the roots that made the brand iconic in the first place. How do we stand out while staying proud?
Consumer truth
We’re different alone, but united as one.
Peruvian culture is not singular. It’s a rich and evolving fusion shaped by geographic contrasts, indigenous traditions, colonial histories, and waves of global influence. Peruvians recognise that their individuality doesn’t weaken their identity, it strengthens it. There is a deep pride in difference. And a sense that when all these differences come together, something unstoppable is created.
Inca Kola celebrates the complexity of Peruvian identity.
Brand truth
Generation after generation of Peruvians have grown up loving Inca Kola. Known as the ‘National Soda’, its strength lies in its understanding of the country’s cultural nuances. The idiosyncrasies and contradictions that define everyday life. It does not simplify culture; it celebrates its complexity. This deep-rooted connection gives Inca Kola an authenticity that competitors can’t match.
STRATEGY
Champion our strength in difference.
Inca Kola exists to empower Peruvians to be uniquely unstoppable. Embracing its role as the beating heart of Peru, Inca Kola transforms from a beverage into a cultural catalyst, empowering people to be different, to be unstoppable. Unity in uniqueness. Strength in difference.
"As a heritage brand with a firm eye on the future it was great to put Inca Kola back front and centre, celebrating everything they mean to Peruvians." Nath Stevens, Designer
Concept
Centre stage.
Peru’s a melting pot of people, culture, food… and at its heart? Inca Kola. Radiating its effervescent energy. All over the country. Over lunch. Over the dancefloor. Over a chat. Bringing people together. Whatever the occasion, Inca Kola’s at the centre. Our creative exploration centred on honouring the brand’s iconic colours, shapes and patterns. We modernised these elements, bringing them to life through an uplifting visual identity, sonic branding and brand world.
Craft
Feel the heartbeat of Peru.
We built a pulsing, passionate brand, using the framing device from Inca Kola’s original logo as a central element. Uplifting, dramatic and sunny, we amplified the heartbeat of Peru through repeating patterns and hypnotic animation. Working with Echoic Audio, we defined a sonic identity and developed bespoke sonic assets to keep Inca Kola sounding sun-lit, celebratory and full of life.
“Epoch took the time to understand not only our brand, but also the broader cultural context surrounding it, which allowed us to create something fresh and truly relevant for the consumer.” Gabriel Cadete, Director of Integrated Marketing Experiences, Local Brands, The Coca-Cola Company
