The Doctor Úraga redesign project involves a skincare brand and clinics in Guayaquil, Ecuador, established in 1928 and now managed by the third generation. With a significant reputation and long-standing tradition, the goal was to update it for emotional resonance with the new generation while preserving its history.
The chosen approach was simplicity, focusing on creating a new profile of Dr. Úraga, the brand’s founder. His distinctive features were highlighted for Ecuatorian consumers, integrated into a modern, clean graphic enviroment with inconventional colors. Emphasizing authenticity and innovation, the design captured the essence of Dr. Úraga’s vision.
Acknowledge as crucial and challenging, the rebranding work aimed to connect with new generations withput alienating existing customers. The strategy found a precise balance between tradition and innovation, considering the cultural context to preserve the brand’s heritage while meeting contemporary expectations.
📍️ Guayaquil, Ecuador
Brading & Design: Estudio Cariño / ︎︎︎ Estudio Romero
CGI - 3D Modeling: ︎︎︎ Contramateria
📍️ Guayaquil, Ecuador
Brading & Design: Estudio Cariño / ︎︎︎ Estudio Romero
CGI - 3D Modeling: ︎︎︎ Contramateria
