Manok ni Baste
2018
Project Type
- Identity
- Creative Direction
- Art Direction
- Brand Guidelines
- Print Design
- Signage Design
- Advertising Design
Industry
Food and Drink
External Links
Manok ni Baste (“Baste’s chicken” in Filipino, pronounced “mah-NOHK nee bahs-TEH”) is a family-owned chain of rotisserie stalls in the Philippines. Named after my grandfather, Sebastian, it was established in 2018 with its first branch in Fairview, Quezon City, and has expanded to two new locations ever since.
Its specialty offerings are lechong manok (roasted chicken), sold in sweet glazed, garlic lemongrass and Pinoy-style flavors, and roasted pork belly (liempo). Other menu items include chicken sandwiches and Filipino favorites like sisig and tinumis.
During its initial development, I was asked to create a logo and brand identity for the then-fledgling food business. Given that it was entering a crowded market of more established players, it needed an identity that has a unique personality that also appeals to the Filipino masa market.
Brand Mark
Blended and Roasted Different
Complementing the angular and straight-edged shapes of the “MB” icon is a wordmark based on Fleisch Wurst, a geometric take on blackletter. Together, this eccentric pairing embodies Filipino cuisine’s rustic, made-with-love character in an unexpected but still masa-friendly way.
Key Visual
A Little Extra Something
Every dish has that star ingredient that enhances its flavors and gives it that memorable taste. If the rest of Manok ni Baste’s identity had one, it would be the recurring graphic device built from the M/comb shape within the icon.
Nicknamed “The Comb,” this recurring graphic device can be blown up and used within a two-colored full-width background, and can also be the basis for arrow pointers and badges for showing prices, discounts, and calls to action.
