Deliverables Package Design Description Filipino culture continues to slowly penetrate the American
market. Filipino communities are being formed in various places
and now more than ever, people want to be part of something
bigger than themselves.
For Filipino-Americans, it is about connecting back to roots.
I decided to create more than just a beverage for these people.
I decided to create a refreshing drink that fosters community
among like-minded individuals. The aim was to create a design
that directly connects with Filipino-Americans who chose to live a free life while embracing their culture and heritage.BackgroundCalamansi is a citrus fruit native to the Philippines. Commonly compared to keylimes, calamansi is a staple Filipino flavor and became a very beloved juice.ConceptPackagingVisual InspirationI was inspired by one of the Philippine’s most iconic forms of transportation: the jeepney. It is essentially a bus that goes through towns. It has evolved into being more than just forms of transportation, it has become an exuberant example of Filipino creativity. Each bus has very interesting quirks and signified the fun, whimisical characteristics of Filipino culture.I was also inspired by various Filipino typographies that felt fun and exciting. Lastly, I drew a lot of inspiration from brutalist design posters due to the brutalist philosophy of conveying a certain raw, unfinished look. Rooted in honesty and a kind of rebellion, it positions the brand of a seemingly common product in an interesting, unexpected way. Thank you Dan HoyPrevious ProjectHome