About
Taste of Manila is a Filipino street festival in Toronto that brings people together through food and culture. For this project, I created an identity inspired by the everyday details of street food in the Philippines and the feeling of sharing something familiar while being far from home.
Challenge
I wanted the design to feel familiar to Filipinos while also inviting people who may be discovering the culture for the first time. The challenge was to bring that connection into an identity that could stand out on a busy street and match the energy of the festival.
Idea
The wordmark was inspired by the pamaypay, a handheld fan often used by street vendors in the Philippines. Vendors use it to control the fire when grilling barbecue skewers and to cool themselves while selling food outside. That everyday connection to street food made it a meaningful starting point, so I used its woven structure to build the letters of the wordmark.
Identity
The colour palette takes inspiration from the Philippine flag, giving the identity a familiar connection to home. I also created patterned borders inspired by traditional Filipino patterns to frame the layouts and complement the woven lettering. Bold supporting type brings energy to the designs, while images of people enjoying food keep the focus on the shared experience.
Application
I carried the identity across posters and billboards, using food imagery alongside messages like “Taste Home Together” to invite people into the celebration. Event flags and banners bring the colours into the festival space. Smaller pieces, including staff IDs and tote bags, use the same patterned details to make them feel part of the event.
