Swift Premium Corned Beef is a prominent canned meat brand in the Philippines, housed under Century Pacific Foods Inc. 

 

Earlier this 2015, I was tapped to design products for the MMMBox, a cooking kit produced by Swift Premium as part of its rebranding campaign. They wanted to incorporate hand lettered elements to the box, which is where I came in.

My hand lettering was used for the apron, placemat & notepad inside the MMMBox, which were sent out to various media personalities & influencers for them to experience the new and improved Swift Premium.

Inside the MMMBox were two cans of Swift Premium Corned Beef, a cooking pan,

a chalkboard, a cooking timer, an apron, two placemats and a notepad.

Now with a new and refined corned beef recipe (that takes hours of the corning process in order to be of superb premium quality), the brand takes pride in "Good Things Take Time" - and to tie that statement in with their campaign,

they tapped me to be one of their talents for their digital video ad, entitled The Art of Taking Time.

 

What most people don't know about hand lettering is that like any art form, it requires a lot of research, ideation,

patience, and most of all, passion to keep improving and learning the craft. Apart from that, getting to modernize an

ancient form of art requires a lot of skill and knowledge - most of which are learned from constant practice.

The video was shot in O2 Space, and the production designer did a great job at revamping the space to make it

similar to my workspace at home. Close up shots of my work process were highlighted in the video,

as well as a voice over of me sharing my work process and how I come up with creative outputs.

To accompany the video, I was tasked to hand letter the text to further incorporate the traditional feel of the project.

Drafts and studies for the phrases that were hand lettered.

Below is the final video that was promoted on YouTube and various social media sites in line with the said campaign.

 

Swift Premium: Facebook | Instagram | Twitter

 

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Credits to the team who made this possible:

 

 

CLIENT: Century Pacific Food, Inc.

Brand: Swift Premium Corned Beef

 

AGENCY: Havas Media Ortega
Account Manager: Zelina Baluyan
Art Director: Nate Legaspi
Copywriter: Migi de Belen

 

PRODUCTION

Producer and Director: Jan Parma

Assistant Director: Julian Rodriguez

Production Designer: Eero Francisco

 

Selected photos shot by Ber Garcia