Diana Eslava - Pronaca / Brand identity

For over 65 years, Pronaca has been part of the lives of millions of Ecuadorian families, delivering quality from the countryside to the table. As one of the country’s leading food companies—specialized in proteins and with more than 22 brands in its portfolio—today it faces a new reality: new habits, new routines, and new business challenges.

The Challenge

The company operated within a fragmented ecosystem, where different brands and business units spoke with inconsistent voices and unclear roles. The central question was obvious:
Which brand should lead and represent the entire operation?

Our Vision

Strengthen Pronaca’s leadership in Ecuador and expand its presence across the region. Build a solid brand capable of delivering clarity, cohesion, and a future-facing vision.

Once this new role was defined, the transformation needed to be comprehensive: evolve the brand’s positioning, craft a powerful narrative, design a vibrant identity, and bring this change to every part of the organization—from its workplaces to its digital ecosystem, from internal culture to its connection with families in Ecuador and beyond.

If you want to see the full case, check it out here