Miguelito’s Brand Identity and Product Launch
Miguelito’s is a concept borne out of a simple passion — a love for the Philippines and the desire to share its natural beauty and kind generosity with as many people as possible. The heart Miguel has for his childhood home became the inspiration for the brand and his desire to transport a bit of that heritage to his customers in ways that only he can.
The brand needed to be inherently “Miguel” to stand apart. The strategy embraces the Filipino culture and positions Miguelito’s as a passionate co-creator, curator, and maker of goods and treats that bring joy and remind one of a tropical home. It’s a people-focused brand that introduces unexpected products that share stories of the southeast Asian region of the world.
The logo is crafted from hand-drawn letterforms from Miguel while the brand identity is inspired by travel postcards and the natural beauty of the islands. The system integrates traditional Filipino references like banana leaves as “packaging” or Tagalog terms like “Balikbayan” which means gift or love box.
The end result is a bold, colorful system that lives as a playful, modern, and elevated design customer experience. One that introduces new people to the Filipino culture as well as provides a reminder of home to those from and inspired by the region.
Sabon de Filipino — The first product launch
“Sabon” is the Tagalog word for soap. Growing up in the Bulacan province, Miguel developed a keen interest in personal care products similar to his mother. His enthusiasm set him out to explore the best and the worst of the products in the market, eventually inspiring him to create his own soaps.
Through scents, flavors, and craftsmanship, the soap is Southeast Asian-inspired and has a rich heritage and engaging story behind each one. Each variant represents a unique region of the tropical island nation blessed with beautiful beaches, picturesque mountain ranges, and lush rainforests.
Places that hold and create fond memories in their own way. All while showcasing the warmth and kindness of the Filipino people through the fresh natural feel of the hospitality-like design.
The packaging with its banana leaves, website that introduces the Philippines, and rich, visual social strategy transports the audience to the tropical islands and a relaxing lifestyle for all to enjoy.
