Brand identity and creative direction for a Filipino-inspired bakery, including packaging, seasonal campaigns, custom merchandise, and community-centered storytelling.
Develop a complete brand identity celebrating Filipino heritage for a small bakery scaling from home kitchen to wholesale distribution, while maintaining cost-effective production methods for shipping, packaging, and marketing on a minimal budget.
Brand Development:
Developed a cohesive visual identity celebrating Filipino flavors and culture. The brand name "Salamat Dough" combines the Tagalog word for "thank you" with a playful nod to the product, immediately communicating both cultural pride and personality.
Design Strategy:
Created a vibrant color system that remained consistent across all brand touchpoints, from packaging to digital presence.
Copywriting & Naming:
Developed all cookie flavor names and marketing copy pre-AI era, creating memorable names that told stories about Filipino ingredients and culture.
Applications:
Label System:
Designed a cost-effective labeling system balancing brand quality with budget constraints. Created designs with white backgrounds and strategic color use to minimize ink costs while maintaining brand consistency. Used Cricut cutting for in-house label production.
Packaging Solutions:
Creative Problem-Solving:
Developed insulated packaging solutions with ice packs to enable summer shipping and maintain product quality across long distances, allowing for national and international orders.
DIY Photography Setup:
Created professional product photography in-house using poster boards, photo lights, and creative styling. Maintained consistent visual quality across all product shots for social media, website, and marketing materials.
Limited Edition Releases:
Brand Storytelling:
Paired product photography with educational content about Filipino ingredients and culture, introducing customers to champorado, ube, black sesame, and other traditional flavors through accessible, engaging storytelling.
Community Engagement:
Created "Top Secret" blind taste test program for new flavors, involving customers in product development and building excitement around innovation.
Small Business Collaborations:
Wholesale Distribution:
Pop-Up Events:Organized and designed materials for pop-up events at local markets, creating face-to-face connections with customers and expanding brand awareness beyond digital channels.
Partnership Strategy:
Built relationships with complementary local businesses to expand reach, cross-promote to aligned audiences, and create unique limited-edition products that benefited both brands.
Apparel Design & Production:
Learned screen printing techniques to produce custom merchandise in-house, controlling quality and costs while building brand visibility.
Products Created:
Production Process:
Self-taught screen printing including color mixing, template creation with Cricut, and hand-printing techniques to maintain quality while keeping production costs minimal.
Website:
Designed and built custom e-commerce website with consistent branding, enabling local pickup and international shipping options. Integrated ordering system, product galleries, and educational content about Filipino flavors.
Social Media Management:
Maintained active presence across Facebook and Instagram with cohesive visual identity, regular product launches, behind-the-scenes content, and community engagement.
Marketing Campaigns:
Delivered a complete brand identity and operational system that enabled the bakery to scale from initial concept to multi-channel distribution:
Design Philosophy:
Every element celebrated Filipino culture while remaining accessible and scalable. From ingredient education to community partnerships, the brand used design and marketing to share heritage through an approachable, joyful product.
A design agency helping to get your digital identity up and running for good.
