delSol, Paraguay

Transforming Paraguay's leading fashion and lifestyle destination

The Challenge
The first shopping destination in the country needed to be transformed and reborn with a new identity and a new concept that goes far beyond a conventional shopping center.
  • Shopping del Sol is the leading and most important, relevant shopping and lifestyle center in Asunción, Paraguay. Opened in 1995, with prestigious stores for fashion and accesories, along with a food court, leisure and other stores.
The unique delSol logo we created represents the energy of the sun's rays projecting from the center to the universe, the creation of a revitalised and inspiring focal point.
  • The sophisticated symbol represents delSol positions as an inspirational leader in leisure and retail. A shining light for the city.
The transformation we did is the result of the delSol goal of continuing to be a catalyst for positive change for Paraguayan society and the region, evolving its value proposition by adding brands, gastronomic offerings, showrooms, and sustainable corporate office space, thus renewing its commitment, taking delSol into the future.
TOTEM did the global rebranding of this valuable, beloved and recognized brand, including the new positioning, the evolution of the name and the entire identity, the customer journey and experience, signage and the rollout of the identity applied to all the elements of communication, advertising and marketing, as well as digital and social networks.
  • Everything has been the result of an in-depth work carried out with stakeholders, directors, managers and collaborators, with the coordination and management of one of the world's leading company in the creation or transformation of brands, TOTEM Branding.
The essence of the new delSol brand is driven by a to create exceptional guest experiences "You are the center of our universe”, the unique sun symbol represents every womens glow and the exceptional 360 experience.
  • We developed a complete communications kit for the new brand making women the prominent protagonist, the stars of the new experience.
With the most important transformation and investment since 1995, delSol is now a brand updated to be ready for the next 20 years, focused on the customer, making each visit an intense and joyful experience, generating the desire to come back.
  • Always giving excellence in service is part of delSol DNA, having the satisfaction that what we do, we do it with joy and commitment. The delSol culture is lived every day, felt and shared every day.
The Result
The launch of the new brand was a triumph with the media and the public who celebrated the transformation of delSol, which is now a new way of feeling and sharing.
  • The outcome is a identity which reflects the amazing experience at delSol and celebrates the women who love the brand. A proud brand for a market leader.
Carolina Lenguaza (Marketing Manager delSol)
"Working with the TOTEM team is an incredible experience, very close despite the distance. All of their great team adds human value, empathy and charisma to capture what we dream of for the evolution of our brand. Which is not an evolution but a revolution. We have decided from our place as leaders in the industry: to change, to grow, transforming ourselves with a view to 2030 and having chosen TOTEM Branding to accompany us on this path was a wonderful choice. Thank you for being the way you are."
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