As a brand designer for PubExpress, my role is to innovate the visual graphics into something more modern and family-friendly. I started with refreshing their logo and brand details like typefaces and color schemes.

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As I continued to refresh all their marketing collaterals, my tasks included creating new layouts for their print and digital advertisements and posters. I also overhauled the menu to make it more visually appealing and more minimal to make it less complicated for the customers to view it on the counter. I also made designs for their uniforms, packaging, a variety of posters, and all the way to their social media. 

What started as an illustration project cascaded into a full-on brand refresh.

My process remains the same when it comes to branding and identity:

Discover: In this phase, I went to Manila to connect more with the business owner and went to a few of their locations to taste the food and observe the customers and how their current design are functioning in the space.

Strategize: Throughout the days in Manila, I listed my diagnosis and provided solutions and communicated these to my client.

Design: After approvals, I drafted some layouts and samples to present to figure out the direction we wanted to go. I always do a two-concept approach as it reduces the amount of options and really gives way to get down to the details of each design project.

Refine: I then refine the concepts and present the work to be approved and to make some room for minor revisions if needed.

Execute: A lot of the projects were print-based so we made sure that all the printing settings are done correctly and our advertisements and collaterals are executed properly.