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Pacasmayo

Context

Pacasmayo is the leading cement manufacturer in Peru but it lacked a strong connexion with their smaller buyers which represented 70% of their sales and that were alone self-building their homes. (80% of the houses are built informally)

 

Currently, the supply of products and services related to construction that these families have access to is very dispersed and fails to respond adequately to their needs and life moments.

We approach this project through in-depth research, co-creation sessions and observation across different cities in Peru to understand the ambitions, fears, and the meaning of building their homes by themselves.

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TAKAY

TAKAY emerges as the most important ally for these families during the process of planning and construction of their homes. It is responsible for filtering the services, products, and offers around them to articulate and enable those that are most reliable and relevant to his project.

This project consisted not only coming up with a new value proposition for the self-build families but also meant creating all the elements that surround the construction experience.

This involved designing Takay's workshop which will represent their "face", their brand and communication materials, and their digital tools both for workers and clients.

Currently, they are operating Takay in the north of Peru waiting to deploy in other developing areas.

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