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Titoe
Project Brief
Growing up in the United States after moving from Laguna, Philippines, food has been vital to my Filipino identity. This project explores my cultural heritage by focusing on Ube, a native vegetable facing shortages due to climate change and unsustainable practices. Controversy surrounds Ube production and marketing, with Trader Joe's being one of the companies mentioned. I aim to highlight these issues and create designs that are both impactful and appreciative of Filipino culture and the local farmers.
Results
A survey with Filipino immigrants and children aged 7 to 12 provided valuable insights through A/B testing, aiding my design thinking for Trader Joe's final package design. The cereal box design features Titoe, along with Filipino iconography and Tagalog words. An interactive Bahay Kubo house-building kit engages and educates consumers about Filipino culture and architecture. Additionally, I created a paper cut-out animation as part of the design to further enhance the brand's mission.
Tools
Adobe Indesign, Procreate, Adobe Illustrator
Wooden sticks for Interactive House Building Kit
Construction Paper for Animation
