Brand Refresh For
A Family-Owned
Restaurant
My uncle took over a Filipino carry-out restaurant from its previous owner and wanted a new logo to mark a fresh start. The original branding simply labeled it as "Asian," without reflecting its true Filipino identity.
I saw this rebrand as an opportunity to do more than update a logo. I wanted to create a visual identity that proudly celebrates our heritage, while also reflecting the fresh start my uncle envisioned.
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The goal was to move away from the generic and toward something personal, modern, and meaningful. The updated logo combines familiar cultural symbols with clean, contemporary typography, creating a bridge between the past and the future of the restaurant.
Familiar And New
I chose Titania for its elegant, flowing forms that reflect the ocean and tropical feel often tied to the Philippines. To complement the typeface, I created a sun design inspired by tribal motifs, bringing together a balance of modern and
traditional aesthetics.
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The overall logo is meant to feel like a sunset over the ocean.
Turning Heads
To increase South Sea’s brand recognition during food festivals and community events,
I designed a set of custom feather flags, staff shirts, and some social media campaigns for upcoming festivals and catering gigs.
