Brand Identity & UI/UX App
El Reto MasterChef
Client
MasterChef World
Role
Senior Designer
Deliverables
Brand Identity, UI/UX App
Year
2025
Overview
El Reto is the interactive extension of MasterChef World, designed to turn viewers into active participants. My role involved the full product development: from creating the logo and brand book to designing the mobile application’s interface. The project aims to gamify professional cooking through an aspirational digital environment, where the visual identity acts as a bridge between the show’s culinary rigor and the agility of modern content platforms.
The Challenge
Problem to solve
The main challenge was balancing a "premium culinary competition" aesthetic with a gaming visual language, avoiding an overly technical look. I had to create a "digital-first" visual system that thrived on high contrast and dynamism for small screens. Regarding UX, the difficulty lay in structuring a clear hierarchy for high information density: real-time rankings, video galleries, and progression systems, ensuring the atmosphere felt competitive yet sophisticated.
Process
My approach
The identity was built on a vibrant palette (MCW Orange and gradients) paired with bold typography like Unbounded. I introduced the "Background Glows" concept to provide a premium gaming atmosphere and movement to the interface. For the app, I designed key components such as cards with subtle blur borders, circular progress indicators, and custom linear iconography to reinforce the technological focus. The design system allows for full scalability, adapting from micro-interactions within the app to on-screen broadcast graphics for television.
Brand Identity
App Design
Outcomes
Project impact
+9K App users
230K Total users
5M Followers
40K 1st Event Audience