Brand Identity

A Jeepney-Inspired Label
for Fila Manila

A bold and vibrant label design for Fila Manila’s Banana Ketchup,
inspired by the iconic Philippine jeepney and shaped by community-driven feedback.

Photography by Adler Nicole Photography

Fila Manila set out to reintroduce a Filipino pantry staple, the Banana Ketchup, to a new generation of consumers in the U.S. diaspora market. The challenge: how to create a packaging identity that honored the Filipino culture while standing out in a modern retail environment.

The Challenge

While the existing branding captured Filipino flavors, it leaned toward a mass-produced, generic look. The goal was to create a design that felt fresh, premium, and authentic. Something that could sit confidently on shelves like Whole Foods, while still sparking nostalgia among Filipino consumers.

Key objectives:

  • Make the product stand out against competitive international sauces.

  • Communicate cultural heritage in a fun, celebratory, and contemporary way.

  • Engage the brand’s community in shaping the design.

Phase 1: Initial Concepts

Three distinct directions were created, each rooted in Filipino culture but expressed in different tones. These concepts were shared by the brand on social media, inviting their audience to vote.

Rooted in Tradition
A warm, hand-illustrated style that highlights authentic Filipino ingredients and home-cooked meals.

Flavor Explorer
A vibrant, jeepney-inspired concept capturing the energy of Filipino street culture.

Minimal & Modern
A clean, contemporary take influenced by brands like Graza and Bachan’s.

The overwhelming favorite was the Philippine Jeepney, a symbol of energy, community, and heritage.

Phase 2: Refining the Jeepney

The Jeepney concept was developed further into three design explorations, refining typography, composition, and color. Community feedback again informed adjustments — balancing boldness with readability and shelf impact.

  • Color: Moved away from the basics into bold, high-energy hues inspired by Jeepneys, sari-sari stores, Filipino hotdogs, and tropical sunsets.

  • Illustration: The Jeepney illustration conveys craft and cultural storytelling.

  • Typography: Playful yet bold lettering integrates seamlessly with the visuals, creating cohesion across the label.

Phase 3: Final Design

The final artwork captures the vibrancy of Filipino culture through bold neon-inspired colors, playful illustration, and dynamic typography. The Jeepney illustration became both centerpiece and storytelling vehicle (literally), tying together the brand’s joyful, cultural narrative.

This project represents more than just a packaging redesign — it’s a case study in collaboration, cultural pride, and design as a storytelling tool. By combining Filipino heritage with modern design sensibilities, the Fila Manila Banana Ketchup packaging connects deeply with diaspora communities while commanding attention on shelves.

I love collaborating with passionate people who bring their ideas to life. Whether you have a small spark or a big vision, let’s create something amazing together—reach out anytime!

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