A modern Filipino restaurant with an eccentric twist. Inspired by the bright colors and unique flavors found in traditional Filipino ingredients, the brand brings a whimsical approach to modern dining.

Brand Identity, Page Layout
Credits: Sean Bacon & Bradford Prairie

Challenge
The aim of this project was to offer a fresh perspective on Filipino food. Captivating audiences and piquing their interest in exploring Filipino cuisine presented a distinctive challenge, considering its relative unfamiliarity to many. Additionally, I wanted to create a balance between contemporary design trends and preserving the essence of Filipino culture, targeting an audience of Gen-Z and Millennials, ages 17–32. The name, Busog, refers to the concept of feeling full. It embodies the idea that true satisfaction comes from savoring every moment, flavor, and living life to the fullest.

Approach
The process involved carefully curating a selection of typefaces and exploring vibrant color combinations, such as the bright hues found in Filipino ingredients, such as ube and mango. I prioritized readability in the design hierarchy and created a dynamic visual identity that captures Busog’s essence while embracing modern trends. With this approach, I aimed to appeal to both new and existing audiences, showcasing Filipino cuisine in a contemporary and trend-setting manner.

The brand has a robust visual toolkit, including repeating text, color blocking, overlapping shapes, font mixing, angled text, and graphic shapes. These elements are used on branded applications to keep the brand feeling fresh and varied. The menu uses a varied column layout with lots of boxes and other graphic elements to structure content and also highlight important features. A set of fun stickers adorns the to-go packaging, helping the restaurant to maintain its branded look for the growing take-out market. The brand has a robust social presence, where it focuses on promoting content in both English and Tagalog.