After spending more than 4 hours on this I found what is happening in my case. Basically, the problem (Xcode generic archive generation instead of app archive) was caused because of the addition of SASS to preprocess my .css file that I'm using with Pixate.
I found some minutes ago that there are new instructions to add SASS, and you can find these here Adding SASS to iOS
I had followed the instructions in the Pixate page to add SASS with Pixate but these instructions were causing the default.css file to be generated outside my app .ipa file. As I show in the attached image. Save Built Products output">.