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The Panlaom logo features a mascot illustration of "Lola," a figure that embodies warmth and the love associated with preparing breakfast. This feel is further translated in the packaging design, where friendly typefaces and stylized grainy illustrations are used, resembling the crumbs of freshly baked pandesal. The copy for the ads shares this tone as well, like the gentle voice of a grandmother, creating a sense of comfort and nostalgia.
The campaign for Panlaom revolves around nurturing nostalgia and cheerful moments, catering to busy professionals and young adults who long for moments of connection with family. By highlighting the comfort and familiarity of a traditional Filipino breakfast, the campaign taps into the longing for affection and home-cooked meals. This messaging was reflected across various touchpoints, including social media ads, as well as a TV commercial and Grandparents' Day promotion.
The key visual features blocks that form a pattern, each showcasing learning-related icons such as pencils, backpacks, and books. Paired with National Book Store's signature stripes, this design creates a dynamic, recognizable identity that honors the brand’s history while celebrating education. The campaign, "New Beginnings in Every Chapter," embodies the excitement of each new step in a child's learning journey, aligning with the rebrand’s focus on growth and discovery.
National Book Store has built a strong emotional connection with Filipinos over the years. By revisiting the brand's very first logo from 1946, the brand maintains its heritage while staying relevant to a younger audience. Inspired by this, the new logomark shows the bird, symbolizing creativity and exploration, now with a book subtly integrated into its tail, representing knowledge and learning.
The typography uses a rounded sans serif for both headers and body text, giving the brand a warm, friendly, and engaging feel for younger audiences. This direction was further reinforced by retaining the iconic primary red, with other colors introduced as complementary accents to expand the palette.
The patterns were then extended across various brand materials, including store staples and the Laking National card and Project Aral box.
The Lucky Liquors visual identity is built around the theme of "luck" to complement the lively, zesty nature of their line of mini liquors. The combination of lime hues and black captures these fresh, bright flavors, creating a spirited brand presence.
The icons used in the design, such as horseshoes and four-leaf clovers, are combined wittily with the concept of bright wines and serve as visual representations of good fortune. These playful motifs are thoughtfully integrated into the packaging, adding a touch of cheerfulness, and are carried through to the website to ensure a cohesive and engaging experience.
For BeSAFE, blue and green hues were chosen to create a sense of trust and security, while also staying true to the Benildean identity. A clean typeface also ensures the app is easy to navigate and helps prioritize important information. Furthermore, the logo of the app combines the icons of a light bulb, tracker, and virus particle, symbolizing how education continues amidst the pandemic while embodying the Benildean values of creativity and innovation.
To add a sense of approachability and friendliness, characters—Eddie, the student; Jose, the professor; and Emz, the guard—were incorporated in the brand. These mascots make the app feel more personal and relatable, helping users connect with the platform in a more engaging and human way.
Together, these elements reflect the resilience of education in adapting to new circumstances and the commitment to keeping students safe while pursuing their studies.
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