One story I love to read to Gaia, my daughter, is the story of the Lion and the Mouse. You never know in advance the twists and turns of life. And the creation of this logo and this brand has something magical, fable-like.

It turns out that my first cousin Leandro wanted to create the first trade marketing agency in Paraguay. Cousin because he is the son of my mother's brother. First because there was no such thing there at the time.

Lean was always a funny guy, who worked precisely, rigorously and constantly. In this case, he had a very clear idea in his head: "we are the winning team, because with a good client and our agency, success was assured". And so he brought Martín and me (yes, another great project at the hands of the great Martín De Cabo), the fable of the mouse and the lion: https://www.youtube.com/watch?v=Aj2qO-CrAFY. 

The result can be seen: a strong brand, with great contrast and a clear message. As clear as this Prezi presentation we put together to go out and win clients.

Primo was the first and only trade maketing agency in Paraguay, one of a kind on its purpose and identity.