Ethereum Lima
A crypto identity that doesn't look like crypto: Andean mountains, Peruvian color and a symbol that hides the word LIMA.
Web3 community · Lima, Peru
at pastafro.la
From open call to brand
Ethereum Lima Day
Crypto in Latam has a burnt-out aesthetic — neon gradients, generic tech-futurism, everything looks the same.
Ethereum Lima was born from an open call on Twitter, driven by Toño Romero, a promoter of the crypto ecosystem in Peru. The community wanted to become the leader of Web3 outreach in the country and to be representative in Latam, attracting new generations.
The real challenge: to represent Ethereum —a global brand with its own identity— and Lima, Peru at the same time. A local brand with international weight, without falling into the crypto cliché nobody can tell apart anymore.
The idea: build the isotype from the word LIMA, drawn as Andean mountains inside the Ethereum diamond.
Instead of monotone crypto blue, the colorful spirit of the Peruvian people. Instead of just another logo, a system that could live on any medium. And perhaps what nobody expected:
when the symbol is turned horizontally, it reads LIMA.
A brand designed to move: from the venue banner to the badge, from the sticker to the poster.
From the manual's screen to the stage.
The first Ethereum Lima Day gathered 400 crypto enthusiasts at a university. The identity worked where it matters most: big, live, in front of the community.
While most technologies tend to automate workers at the periphery, blockchain automates the center.
Instead of leaving the taxi driver without work, it lets taxi drivers work directly with the customer.
The community adopted it instantly — fascinated to discover that the symbol hides the word LIMA when turned.
The work crossed borders: congratulations arrived from figures in the Argentine ecosystem who heard about the work.
Years later, the brand is still alive and the community made it its own — even adding its own mascot.
Getting two brands to coexist in a single symbol without either one losing.
A global one with its own rules and a local one that needed to feel like its own. Resolving that tension is a muscle I've used in every project since.
Do you need an identity that stands out in an industry where everything looks the same?
Ethereum Lima got out of the crypto cliché by building the symbol from its own territory: mountains, local color and a wink hidden in plain sight.