Loncco is more than just an Arequipa dialect. It is a distinct cultural and historical heritage that has formed the region's identity. Several traditional recipes, including the ingredients used and the days of the week when they are served, show Loncco's influence. The way they celebrate holidays and approach problems is also culturally significant. Unfortunately, younger generations are discarding this aspect of their identity.​​​​​​​

We refreshed the Loncco of the past to make it attractive to new generations through the relationship that exists between Arequipeña, the only traditional and local beer in the city, and the local people since Arequipeña has always been a synonym of pride, identity, and tradition in every celebration.To achieve this, we created a series of digital pieces that show the different aspects of Loncco culture and how they relate to Arequipeña beer. We included fresh and attractive visuals that highlight the value of words in Loncco along with their meaning and use in everyday contexts. In this way, new generations could become familiar with the local language and feel more connected to their culture.