Promavi is a producer of animal feed, including fish feed and oil. The company also develops products for human consumption and has different business units currently being implemented. By virtue of the commodities it trades, the company needed a strong, clear, and differentiating image, particularly in relation with its regional competitors, other producers in Ecuador, Peru, and Chile. Promavi required an image that transmits solidity, international quality, and corporate strength. At the same time, it was important to preserve the Latin american character, as the raw material sourced from the sea off the Ecuadorean coasts is recognized as some of the best in the world.