A friend and former colleague, Alex, reached out to me for a design and Marketing consultation for their street food stall, Pungko-Pungko sa Fuente, one of Cebu City's popular food destination located in Fuente Osmeña.
In Cebu, "pungko-pungko" are generally food stalls that you find along the streets that sell a variety of fried food. Most of these fried dishes are insides of a pig that are cleaned thoroughly for eating. The term "pungko" is Cebuano for "squat" or "crouch". Usually you will be sitting on low benches so you will have to be slouching while eating.
In the past, pungko-pungko vendors would set-up tables and benches in the sidewalks to serve their fried food but due to government restrictions on sidewalk vending and for the safety of the vendors and customers, this concept was abolished. Luckily, Alex's family was brilliant enough to innovate the pungko-pungko style of selling into a Hawker Center concept which the Cebuanos have patronized ever since. They accommodated the vendors by providing a safe place for them to sell their goods and at the same time gave convenience for customers to dine in and enjoy good food.
While Pungko-pungko sa Fuente has long been recognized by Cebuanos and tourists travelling to Cebu, they never had a distinguished look for their Marketing materials both online or within their premises. Alex wanted to up their social media game through a redefined branding. They already had a logo in white and orange background to begin with so I just worked my way around it to build their brand manual.
Alex wanted to elevate their products but still make them relevant and relatable to the Cebuanos. My design take was to emphasize the products and offerings by using vibrant colors. Fonts considered were Sans Serif because it's simple and understandable upfront. To ensure maximum recall, product shots are strategically placed on the topmost part or on the side of their ad materials. I gave bonus flat lay shots to be added on their photo library incase they'll need it for feature articles or simply for social media postings. I also used the Cebuano language on the proposed social media content plan to be consistent with their current tone & voice online.
This brand manual will serve as their guide for their Marketing materials and other Advertising or Branding activities moving forward.
