The logo of the Lima Major, inspired by Peruvian "chicha" culture, is a vibrant and colorful design that references the artwork commonly found in chicha art, representing the imposing presence of Peruvian culture. Overall, the logo is a modern and fresh representation of one of the most popular and authentic cultures in Peru.

The first graphic challenge that arises when modernizing the Peruvian chicha style for Dota 2 is the need to simplify the designs so that they are legible in the context of the game. This means that the designs must be clearer and less detailed so that they can be easily distinguished from each other. Additionally, the designs must be adapted to the technical requirements of Dota 2.

Finding the right balance between tradition and modernity is also a challenge. Dota 2 is a modern game that requires an updated aesthetic, but at the same time, the chicha style is an important tradition in Peruvian culture that must be respected. Designers must be careful when incorporating modern elements into the chicha style so as not to lose its cultural essence and meaning.

Lastly, the adaptation of the Peruvian chicha style must take into account the cultural diversity of the players who enjoy the game.

The goals were clear: to modernize a style as characteristic and full of details as the chicha style, and to effectively communicate the joy and diversity of colors traditionally used in Peruvian chicha culture to the public.

Bright colors, high contrasts, shapes with the elements, and effectively communicating the festive spirit of the culture.

The Peruvian chicha culture refers to an artistic and cultural movement that emerged in the 80s in Lima, Peru. It is characterized by its kitsch aesthetic, ironic humor, popular references, and fusion music that mixes Andean rhythms and cumbia. This culture has been criticized by some for its supposed superficiality and lack of identity, but for others, it is an authentic and creative expression of Peruvian popular culture.

The goal was to find a balance between modernity, local culture, the chicha style, and the love for Dota in a single collection of merchandise. The main focus was on designing a hoodie that would represent the Dota 2 MAJOR event in Lima, Peru.

The collection includes a variety of items, from stickers to plush toys, all designed to celebrate the esports event in this beautiful country. The designs feature elements from the chicha style, such as bright colors, intricate patterns, and traditional motifs, while also incorporating modern design elements that are popular in the gaming community.

The result is a collection that effectively captures the spirit of both the local culture and the Dota community, creating a unique and memorable set of merchandise for fans of the game.

Thank you to 4D Esport / EPulze and Valve Corp for giving me the opportunity to lead a large part of the visual identity creation process for the "Lima Major" brand.