TUKO

project overview

A 40 page brand guidelines project for TUKO Filipino Street Food, targeted at Filipino immigrants, igniting nostalgic memories through authentic food, and encouraging the share of culture to others through iconic Filipino features.

project type

brand identity

description

Traditiona cultural street food often leans into Westernised aesthetics. TUKO - meaning 'gecko' found in Southeast Asia - is a brand that tackles this, blending traditional and modern styles. The brand's foundation is the gecko which is used meticulously across different branding elements. It also includes illustrations inspired by traditional Filipino graphics made by me on Illustrator.

Insight

What makes TUKO stand out among existing Filipino restaurants is its direct branding of Filipino street food. Many people categorise Filipino food with fast food chain 'Jollibee'. I believe TUKO can gain presence with its street food aesthetic, with a strong brand identity. I particularly like the direct branding of the skewer stick on its primary logo.

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