El Cevichón Restaurant
Blending Coast and Highlands in a Restaurant Rebrand with Personality
🔎 TL;DR: A full brand overhaul for El Cevichón as they expanded beyond seafood. I co-led the redesign from logo to menu and food photography, creating a bold, culturally rooted identity that resonated with their audience.
Services
Services
Services
Services
Branding · Visual Identity · Photography · Social Media
Role
Role
Role
Role
Brand Designer
About the Project
El Cevichón began as a coastal Ecuadorian seafood joint, but when they expanded their menu to include highland dishes, the old DIY logo and brand no longer fit the richer cultural experience. The new brand needed to reflect the fusion of sea and land, while feeling modern, playful, and unmistakably Ecuadorian.
The Challenge
We needed to reposition the brand without alienating the existing customer base, while introducing a fresh, unified identity that worked across digital and physical touchpoints like menus, signage, social content, and delivery platforms.
I co-led the rebrand with Paula Loyola. Together, we:
Developed the new concept and design direction
Designed the logo, color system, type palette, patterns, and voice
Shot and edited product photography
Built restaurant collateral: QR menus, IG highlight menus, signage
Created social templates and supported marketing efforts during lockdown
🔍 We pulled cultural references from both coastal and highland regions like textures, patterns, crafts, and ingredients, and observed how small restaurants were adapting during COVID. This inspired our QR-code menus and mobile-first content design.
Results & Takeaways
The rebrand received an overwhelmingly positive reaction from the client and their regulars. It gave the restaurant a confident, cohesive voice both online and in person.
📸 Personally, it helped me:
Stretch creatively into food and restaurant branding
Adapt strategy to a real-world, small business context
Lead product photography and visual storytelling
Problem-solve around pandemic limitations
This was a personal and meaningful project, built with heart, and it sharpened my understanding of how brand identity can genuinely connect people to place and culture.
About the Project
El Cevichón began as a coastal Ecuadorian seafood joint, but when they expanded their menu to include highland dishes, the old DIY logo and brand no longer fit the richer cultural experience. The new brand needed to reflect the fusion of sea and land, while feeling modern, playful, and unmistakably Ecuadorian.
The Challenge
We needed to reposition the brand without alienating the existing customer base, while introducing a fresh, unified identity that worked across digital and physical touchpoints like menus, signage, social content, and delivery platforms.
I co-led the rebrand with Paula Loyola. Together, we:
Developed the new concept and design direction
Designed the logo, color system, type palette, patterns, and voice
Shot and edited product photography
Built restaurant collateral: QR menus, IG highlight menus, signage
Created social templates and supported marketing efforts during lockdown
🔍 We pulled cultural references from both coastal and highland regions like textures, patterns, crafts, and ingredients, and observed how small restaurants were adapting during COVID. This inspired our QR-code menus and mobile-first content design.
Results & Takeaways
The rebrand received an overwhelmingly positive reaction from the client and their regulars. It gave the restaurant a confident, cohesive voice both online and in person.
📸 Personally, it helped me:
Stretch creatively into food and restaurant branding
Adapt strategy to a real-world, small business context
Lead product photography and visual storytelling
Problem-solve around pandemic limitations
This was a personal and meaningful project, built with heart, and it sharpened my understanding of how brand identity can genuinely connect people to place and culture.
