For my Philippine Design class, we were tasked to create a brand identity proposal for a local product from our province. I chose my mother's province, Pangasinan, and their famous puto from Calasiao for this project.
Puto Calasiao is a type of Puto (rice cake) that is colorful and appetizing, shaped in small bite-sized portions and it is made out of semi-glutinous rice that is fermented in earthen jars. A rice cake that originated in Calasiao, Pangasinan, it is considered as the town’s “white gold” as this is one of their economic drivers in the region. Having said that, it is very evident when you visit the town as the whole street is packed with vendors selling this sweet treat alongside with other lesser known rice cake types. To celebrate the native delicacy, the people host a Puto festival/White Gold festival which was ignited by the desire to promote the puto industry as well as help puto manufacturers advertise their product and thrive in their business. The celebration of the annual Puto Festival was a way of thanking God for the industry that has been a source of livelihood of many residents here for decades now.
The phrase “Malambot. Mabango. Masarap.” is what people usually describe the puto in Calasiao.
Branding and Packaging
The packaging of the product is a rectangular cardboard box with a paper bag inside to store the puto, a bag for for the box, and a gift tag. The colors and illustrations of the brand are in line with the culture of Pangasinan—which is mostly festive, colorful, and vibrant.
Other collaterals
Stationery materials such as business cards, envelops, and letterheads.
A brochure that contains all necessary information about Calasiao, Pangasinan, and puto.
