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Project developed between 2019–2022 at © Spectral Publicidad Interactiva, where I led the complete redesign of «El Sueco», a long-standing Ecuadorian meat and deli brand.
The work included art direction, design, 2D/3D animation, post-production, and editing, covering a full content ecosystem: visual identity, packaging, graphic system, seasonal campaigns, social media assets, and product animations.
Result: a renewed and cohesive brand across all touchpoints, supported by four years of content production that strengthened its market presence and expanded its visual and promotional ecosystem.
WORK.
ROLE
·Brand Redesign · Visual Identity · Art Direction Product-Line Branding · Social Media Design & Animation 3D Modeling · Texturing · Lighting · Animation · Rendering Compositing · Post-Production · Editing
MAKING OF.
From a Local Business to a Brand Built for Growth
El Sueco had entered a new stage of growth and needed an identity capable of connecting with a broader market. The challenge was to modernize its presentation without losing the recognition of its most distinctive element: the white bull. Between 2019 and 2022, we developed a stronger, more approachable, and commercially focused identity designed to support the company’s expansion and organize its growing ecosystem of products and content.
Evolution Without Losing Recognition
We preserved the white bull but transformed it into a more expressive, approachable, and dynamic mascot. We also redesigned the El Sueco wordmark, strengthened its visual hierarchy, and introduced the Supermercado descriptor. The result was a more contemporary, recognizable, and flexible identity capable of performing across packaging, retail spaces, printed materials, and digital platforms.
An Identity Expanded Into a Product Ecosystem
The new identity became the foundation for organizing the company’s different product lines. Over four years, we built a graphic system that differentiated categories such as Combos Parrilleros, Cortes Parrilleros Premium, Línea Diario, and Rollos, while maintaining a clear connection to the master brand. The system expanded across packaging, labels, campaigns, social media, videos, and animation, establishing a distinctive and consistent brand language throughout our collaboration.
TOOLS & PRODUCTION PIPELINE.
TECHNIQUE
This website is currently under construction as we prepare new projects and creative content.
Soon you will find recent work, collaborations, and visual explorations here.
This space will bring together design, animation, branding, and digital experimentation.
Adobe Illustrator
Brand redesign, visual identity, logo development, packaging graphics, and vector artwork for digital and printed applications.
Adobe Photoshop
Image editing, visual composition, campaign artwork, product presentation, and preparation of digital and printed assets.
Autodesk 3ds Max
3D typography, product visualization, modeling, texturing, lighting, animation, and rendering.
Adobe After Effects
Motion graphics, animated social media content, compositing, post-production, and final delivery.
RENDERS DIGITAL CONTENT.
A series of 3D assets created to expand El Sueco’s visual identity across animated content, seasonal campaigns, digital communication, and physical brand applications.
3D BRAND LOGO
The El Sueco logo was reconstructed in 3D and developed as a fully dimensional brand asset. The 360° render helped define its volume, depth, materials, and behavior from different viewing angles. This version was later adapted for digital content, animated brand sequences, promotional artwork, and the production of physical signage for the company’s retail locations.
CHRISTMAS CAMPAIGN IDENT
For El Sueco’s Christmas campaign, the brand logo was modeled in 3D and integrated with custom seasonal lettering and decorative elements. The composition was created as a Christmas brand ident for social media videos, providing a recognizable animated introduction that connected the main identity with the campaign’s festive visual language.
3D PRODUCT CATEGORY TITLES
A broader system of 3D typographic titles was developed for El Sueco’s product categories, including pork, chicken, beef, and turkey. This selection presents some of the main examples. The assets were adapted for digital and printed communication and animated as intros for promotional videos.
HYBRID 3D COMPOSITING PROCESS
Rather than relying on stock imagery—which would have limited my control over perspective, lighting, composition, and visual consistency—I developed a custom hybrid production workflow. The product photographs were produced specifically for El Sueco by Spectral Publicidad Interactiva. I then selected, retouched, and manipulated these images before integrating them into custom-built 3D scenes. Tables, environments, typography, and supporting graphic elements were modeled and rendered according to the requirements of each campaign. The final compositions were assembled in Photoshop using photo manipulation, compositing, color grading, and matte-painting techniques. This approach gave me greater control over every visual element and helped establish a distinctive and consistent style across the brand’s digital and printed communication. This example summarizes the production method used throughout the project. Only a representative selection is presented here, as a much larger volume of campaign artwork was produced during our four-year collaboration with the client.
SOCIAL MEDIA DESING.
FEED
A selection of social media artwork created to promote El Sueco’s products, categories, and seasonal campaigns. The content combined product photography, custom 3D environments, typography, and digital compositing to build a consistent and recognizable visual language across the brand’s feed. Only a representative selection of the content produced during our four-year collaboration is shown here.
VIDEO GIFS.
CHRISTMAS ROLLOS
A series of animated GIFs created to promote El Sueco’s Rollos product line during the Christmas campaign. The pieces combined product imagery, festive typography, 3D elements, and motion graphics in short, dynamic formats designed for social media.
PREMIUM GRILLING CUTS
A series of animated GIFs created to promote El Sueco’s Premium Grilling Cuts. The pieces combined product photography, fire effects, branded typography, and motion graphics to present the different meat cuts through dynamic social media content.
