Role: Branding & Identity, UX/UI Design, Advertising Design
Conceptual Client: Alloz Grill
Year: 2022
A brand’s identity and representation are equally as important as the quality of its goods and services the brand provides; For Alloz Grill a Filipino eatery in North Vancouver, a lack of brand identity was their main weakness to fix this a rebrand had to be done. The rebrands main approach was “What would remind Filipinos of home and home cooking?” banking of the familiarity and nostalgia given by fresh, authentic Filipino food.
The design’s main inspiration was the Philippine flag, indigenous Filipino weaving patterns, jeepney signage and common Filipino street language. The tone of the rebrand echoed the colourful nature of Filipinos, being loud, in your face and flowing with Filipino pride. A rebrand would help solidify Alloz Grill’s identity as the premier Filipino eatery in the North Shore and help further attract more customers
Background:
Alloz Grill is an authentic Filipino eatery established in 2018 in North Vancouver, Canada. Being the only one of its kind in the city, Alloz Grill happily serves mostly Filipino customers who live in the city and the occasional curious non-Filipino with Filipino delicacies authentically made with resources grown in Canada. However due to their lack of advertising and a strong brand identity; Alloz isn’t as popular as it should be. This brings the idea of a rebrand into play.
Design Approach:
The goal was to expand the brand and pin down an identity for Alloz Grill. With the number of Filipino immigrants and permanent residents residing and moving to North Vancouver steadily increasing throughout the years, we decided to re-identify Alloz Grill into the home away from home for Filipinos in the district. Capitalizing on familiarity and nostalgia, taking inspiration from different elements seen all over the Philippines.
Process:
Current state of Alloz Grill before the rebrand had no soul and identity in the brand but they did have a great product. For this reason, the Alloz Grill rebrand was designed with the Filipino in mind. Offering a feeling of pride, nostalgia and emotional attachment to Filipino home cooking. Considering elements of the brand that would scream “Philippines”, the idea was not only to promote Alloz Grill and their food but to also spread Filipino culture through Alloz Grill.
Result:
As a result the rebrand, though purely conceptual, came out being more expressive, proud and more Filipino than it ever did. Laying a foundation to spread the Philippines to more and more people around North Vancouver and make a good profit out of it as well. Taking Alloz Grill to the next level of their brand.
