Pronaca: The Future is Nourished Today
BRAND ARCHITECTURE
BRAND STRATEGY
BRAND POSITIONING
BRAND IDENTITY
PRODUCT PACKAGING
RETAIL
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.
As part of its evolution plan, Pronaca outlined an ambitious roadmap to build a stronger, more connected brand—one ready to grow alongside new generations and new families, not only in Ecuador but across the world.
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?
The answer
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.
A shared vision to nourish the future
To make it happen, we supported Pronaca in aligning the company’s vision. We brought together its leadership team, founders, and employees under a shared identity—with a strong culture and a purpose that could be felt and lived in every action.
Looking back at its history was key. Pronaca already had the recognition and trust of generations. What it needed was to bring everything together under a single, powerful, forward-looking idea.
We redefined its brand positioning by connecting its core purpose—to nourish well—with its sustainability strategy. We positioned respect as the foundation of everything it does: respect for the land, for animals, and for people. Respect that isn’t just said—it’s shown.
From positioning to message: a concept for long-term connection
To translate this transformation into a message that resonates with the world, we created a brand concept that brings together its vision, purpose, and role in people’s lives:
The Future is Nourished Today.
More than a launch message, it’s a declaration that gives direction to the brand, grounds it in everyday experiences, and expresses its evolution for the long term.
The Future is Nourished Today takes every strategic definition and turns it into a call to action: to act with intention, to innovate today, to care for what matters, and to serve people and the planet with integrity.
It’s a brand platform built to speak to consumers, collaborators, partners, and communities with one united voice: the voice of a company that doesn’t just want to feed—it wants to transform.
An identity with a vision for the future
We designed a logo that reflects everything Pronaca has always been: warm, close, and full of energy. With rounded, flowing shapes, the new logo doesn’t just look good—it feels like good food. It represents the joy of nourishment, just like the brand itself.
A voice with character
We selected a typeface that speaks with humanity and confidence—clear, expressive, and full of personality. A voice that’s recognized. And remembered.
A color that evolves
Red remains the heart of the brand—now brighter, warmer, and more present. We expanded it with a fresh, versatile palette ready to live across every format, platform, and experience.
A system with rhythm
We created a layout system that doesn’t just organize—it drives. With enveloping shapes, fluid movement, and strong character, this system leads the eye and reinforces the brand voice in every piece of communication.
A digital identity that adapts and connects
We brought Pronaca’s transformation to the digital world. The new visual system ensures a consistent, energetic experience across all platforms—from the website to the growing universe of digital brand expressions. An identity built to move, evolve, and speak with one voice.
This is how Pronaca evolves. With purpose. With respect. With vision. To keep nourishing well. To nourish the future.
