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.

This project started when I came across Fila Manila’s open call for artists. Excited by the opportunity, I pitched a few design directions, and soon after, we began collaborating on a new label for their Banana Ketchup. From brainstorming concepts to refining every detail, the process was highly collaborative—not just with the brand but also with their engaged community, who helped shape the final look. The result? A design that celebrates Filipino culture, nostalgia, and bold flavors in a fresh, modern way.

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

Phase 1: Initial Concepts

To kick off the project, I developed three unique design directions, each exploring a different visual approach:

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.

Fila Manila’s community got involved by voting for their favorite concept—and by popular demand, the jeepney-inspired design won!

Phase 2: Refining the Jeepney

With a direction locked in, I focused on polishing the illustration, typography, and layout to ensure the design was both eye-catching and functional. Key refinements included:

  • Simplifying the front panel to improve readability while keeping the design dynamic.

  • Exploring different colorways to make the label pop on shelves.

  • Fine-tuning the typography—balancing a retro feel with better legibility.

  • Adding storytelling details, like fruit stickers, to bring the design to life.

Phase 3: Final Design

After multiple iterations and feedback rounds, the final label was ready to go! The bold, high-energy design reflects both Fila Manila’s mission of igniting Filipino cuisine and culture and the unmistakable character of a jeepney—colorful, full of life, and proudly Pinoy.

This project was an absolute joy to work on, and I’m grateful to have been part of such a collaborative process. Can’t wait to see it 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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