BanUp, a New Identity for the Taste of Ecuador

BanUp, a New Identity for the Taste of Ecuador

BanUp is an Ecuadorian brand of chocolate-covered banana bars that saw its redesign as an opportunity to transform the way it presents itself and connects with consumers. The challenge was to create a visual identity that would communicate the nature of the product more clearly, highlight its origins, and establish a recognizable personality within its category.

The project began with the creation of a new name. BanUp combines banana and up, a word that evokes energy, vitality, and movement. Short, memorable, and directly connected to the product’s main ingredient, the name became the foundation for the brand’s entire visual universe.

Building on this concept, at Ánima we developed a visual identity and packaging system inspired by Ecuador’s natural richness. Tropical vegetation, vibrant colors, and illustrations of local flora and fauna create a graphic language that connects the product to its place of origin, while typography and composition bring a contemporary and distinctive character to the brand.

Packaging plays a central role in this transformation. Beyond simply containing the product, it becomes an extension of the brand identity, bringing together visual elements to create a cohesive experience across its different presentations.

The result is a brand with a more defined personality, clearer visual communication, and a graphic system designed to strengthen recognition and support its continued growth.