Mega Tuna

Mega Tuna

Mega Global Corporation, the Philippines market leader for sardines, has launched a tuna line in the recent years. They approached us to redesign their label with the following objectives:
  • To create a label that had a different look and feel from the sardine line while adhering to the MEGA brand.
  • To create a label that will be effective on shelves – better brand visibility as well as range navigation.

The Groundwork

We conducted research in local popular grocery chains. Upon doing some tests, studying internal focus group results, and comparing their label to their competitors, we pinpointed the strong points of the current label, as well as the way to move forward in the redesign.

Our Findings

Mega, a young brand in the canned tuna segment, was already fighting for shelf space. We noticed that their competitors would use a single brand color regardless of the variant, creating a wall of color on shelf. Mega was using a 2 color label that created a horizontal stripe pattern on shelf which did not help with the brand’s visibility. 

Mega’s use of different colors for each SKU helped making the range easier to navigate – we ended up used the same colors in the redesign to link the new labels with the old ones. 

The Result

We decided to keep the logo close to the current one. We restyled the ship, making it and creating a logo that would be more consistently used across all variants. We decided that the variants should use a single color instead of the two color scheme that the brand was currently using. We kept some of the elements from the old design (such as the 100% Pure Tuna seal) as it resonated well with the consumers in the focus group.

Services

Design Strategy
Art Direction
Packaging Design

Together with

Lunar Studios : Photography

Video Production

Toycommunications Advertising Co. : Agency
Arcade Film Factory : Production
ER Alviz : Director

Tabacalera Incorporada

Tabacalera Incorporada

Tabacalera Incorporada is the maker of the finest hand-rolled Philippine cigars since 1881. The first and oldest cigar factory in Asia, and one of the oldest cigar companies in the world, Tabacalera Incorporada has for more than 135 years remained unrivaled in quality, selection, and craftsmanship.

Totalmente Hecho a Mano

 
The company upholds and sustains the tradition of quality in cigar-making, and in so doing enlivens and elevates the cigar experience and appreciation —bringing the country’s tobacco industry to global prominence, recognized as its own industry and its own art.

Original Logo

Restyled Logo

The New Crest

In the recreation of their re-styled crest, we were requested to make changes not too distinguishable from its older variations. We followed the form of each mini-illustration as faithfully as we could, refining any inconsistencies, and also making each illustration just a little bit clearer.

Floral Elements

To soften the original patrician look of the brand, we introduced a set of floral borders, and separators.
The florals in these ornaments are inspired by the tobacco plant, rendered in the Art Nouveau style. 

Services

Brand Audit
Brand Research
Brand Development & Ideation
Product Hierarchy
Logo Refresh & Visual Identity System
Personality & Verbal Identity System
Brand Book & Guidelines
Packaging System

Together with

Isay Roque : Copywriting