Casa Filipina Bakery is a Filipina-owned bakery in Los Angeles that opened in 1991. It was Teresita Hernandez’s way to help immigrate her family from the Philippines to the United States. With the recent pandemic, it was time to re-evaluate and plan a new strategy to attract a new range of customers to the bakery while still holding on to its roots. The goal was to rebrand the bakery to highlight its key traits of being feminine, retro, and proudly Filipino.
The approach was grounded in research and inspiration which was drawn from the Filipino tattoo style known as Batok, the signages often found on jeepneys, provincial fashion, and the red portion of the Filipino flag. Serving as a unique identifier, batok designs carry rich narratives of one's family history and ancestral origins across the Philippine islands. To capture the retro and feminine vibe of Casa Filipina Bakery, Allora and Miramar were used as the brand's typefaces, which are reminiscent of waves and have a vintage feel to them.
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