La Guagua del Ilaló is a beloved family-owned heladería creativa in La Merced, Quito, Ecuador, dedicated to protecting and celebrating the country’s ancestral flavors. More than just an ice cream shop, they are guardianas (guardians) of Ecuador’s culinary heritage and local ingredients, creating handcrafted paletas and desserts that serve as a “portal sensorial”, connecting hearts to la tierrita (the beloved land) through intentional, soulful creations.

When this passionate family approached us, they brought years of collected inspiration: sketches, DIY logos, and ideas they’d gathered but couldn’t quite bring together. As they shared, “Sabíamos lo que queríamos, pero no sabíamos cómo llegar allí” (We knew what we wanted, but we didn’t know how to get there). Our mission was to honor their vision and translate it into a cohesive brand identity as authentic and warm as the family themselves.

The brand name draws from Andean legend, “La Guagua” (a child) and “Ilaló” (the mountain), telling the story of a guardian spirit born to protect the mountain, its waters, and all living things. Our rebrand captures the evolution of this guardian, now grown and grounded, honoring heritage while looking forward.

We designed a mark that blended their ideas with our own. We made the intentional choice to keep the logo simple, working beautifully in black or white. This minimalist approach allows the radiant, vibrant colors of their paletas and Ecuador’s natural ingredients to truly shine, from storefronts to packaging. The brand doesn’t compete with the product; it celebrates it.

The result is a flexible brand system that works harmoniously across all touchpoints while maintaining the warmth and cultural authenticity that makes La Guagua del Ilaló a cherished community gathering place. Through thoughtful, respectful design, we helped these guardianas share their mission with the world, protecting ancestral flavors with sentido y alma (meaning and soul).