Sugbo Mercado
2019 – 2020
STANDARD SCOPE
Brand Identity Design
CUSTOMIZED SCOPE
STORY
Sugbo Mercado is a weekend night market turned entrepreneurial powerhouse for young and budding food initiatives in Cebu City, Philippines. With a strengthened purpose to “curate, incubate, and accelerate” foodtrepreneurs all over Cebu, Sugbo Mercado released a fresher, more contemporary look in collaboration with Dual Story. The team created a customized, weightier typeface for the brand with elements that solidify their hold as the first and biggest food market in Cebu.
From apples to oranges. The custom-made weighty typeface, pop of colors, and the tableware elements solidify Sugbo Mercado’s hold as the first and biggest food market in Cebu.
We also crafted the logo not for a single brand, but for a family of brands as Streetfood by Sugbo Mercado went into operation.
Serving looks. Sugbo Mercado grew from one to three well-curated hubs, incubating and accelerating hundreds of local foodtrepreneurs in a span of five years. We cooked up brand identity guidelines that were applied to business cards, uniforms, emails, photography, everything from soup to nuts in order for the visual identity to parallel their massive
strides in operational growth.
Magic ingredients. With cohesive brand guidelines, it became easy for other creative suppliers and brand custodians to have a shared understanding of what Sugbo Mercado truly is, why the visual identity is the way it is, and all the nitty gritty details.
