A Discerning Life, Unfolding

The exotic magnificence of Sahasrara padma, or the Lotus of a Thousand Petals, evokes allure and wonder. As the symbol of ultimate spiritual enlightenment, the Thousand Petals is often visually depicted as an expanding mandala, unfolding endlessly into an ever-expanding state of universal, supreme consciousness. Setting the stage for a brand that continuously reveals itself, the Velaris Residences North Tower becomes A Tale of Revelations.

Underpinned by the rarity and revelatory phenomenon of A Thousand Petals, the Velaris Residences North Tower story is now crafted to embody the brand’s sensorial and experiential aspirations. We precisely layered this story with the core ethos of Robinsons-Hong Kong Land on ‘intentionality,’ which resulted in the explorations of craftsmanship, symmetry, sophisticated beauty, intrigue, and wonder. Our graphic language expands on the initial V, creating geometric patterns that reveal the intricacies of a life centered on intentional living. A tasteful tone of Velaris gold and the luxurious deep green complemented by earthy hues extended the visual language with warmth and humanity.

Crafted for Lasting Moments

Devising a verbal and visual language that induces a particular emotion, we also harnessed the multisensorial significance of scent, power, and memory. We wanted to personify a sense of timeless craftsmanship and visual refinement. Inspired by the masterful chiaroscuro of Vermeer paintings, we sought to bring the richness of the technique to sophisticated modern photography. 

An Invitation to Elevation

The idea of “life, revealed” thus became the cornerstone of The Velaris Residences North Tower’s verbal identity. We wrote a copy based on this essence conveyed throughout the property’s advertisements. We also enlivened this language style to the script for the film, which we storyboarded and delivered for production by another agency. 

Where Details Unfold

Completing our strategy, creative direction, design, and brand execution deliveries, we shared The Velaris North Tower brand story through marketing collaterals like brochures, merchandising and promotional tokens, sales environment applications, and multiple advertisements throughout the Metro. Design For Tomorrow finally wrote, art directed, and designed the property’s coffee table book, a definitive and sumptuous window into The Velaris North Tower’s rarefied world.

Inquire about The Velaris Residences here.

More Than Medicine: Speaking A Common Language

Altogether, Filipinos speak nearly 300 languages across their thousands of islands, and we had to speak in every one of them. Directly translating to “prescription,” reseta is a written direction for prescribing and preparing medicine. In its simplicity and brilliance, it cuts across the regional divide to unite Filipinos in their desire for relief from pain. Initially called Medicorner, we decided to rename the pharmaceutical concept to Reseta, owning the word in their minds. The name directly fulfills what the brand stands for: making premium medicine accessible to the ones who need it the most.

When you turn on your TV or drive past a billboard on the highway, you typically see branded medicines presented as fast relief to ailments. That’s not the case for most Filipinos, for whom the act of getting medicine is more than a quick fix – it is an upliftment from earthly ills. Our strategy thus had to transcend usual healthcare branding, encapsulating the experience of good health and well-being. We found that word in ginhawa, a distinct Filipino word that means “to breathe.” Ginhawa became the cornerstone of Reseta’s brand narrative – a sense of relief both philosophical and physical.  This all-encompassing concept would set forth our strategy in motion.

Speaking Truth to Care

Personifying ginhawa, Reseta’s tone of voice is the perfect combination of empathy, compassion, and solution. Its use of empathic and comforting language can be easily applied in copywriting executions and customer interactions – leading to distinguished and dignified healthcare branding.

Filipinos are in a constant cycle of hurting and healing – it’s in our past and our present. Reseta exists to break this cycle, believing in the power of ginhawa for healing to be a confluence of rest and relief. Thus, it becomes a potent symbol for what a conscious and truly human-centric pharmacy could be. As Reseta opens its first branch in Malolos, Bulacan, Design For Tomorrow sees fulfillment in co-creating a brand that could signal of hope for the community it serves.

You can now visit Reseta’s inaugural branch at San Franciso Building L748, Estrella St. Santo Niño, Malolos, Bulacan. Follow them on Instagram at @reseta.ph and on Facebook. Follow Reseta on Facebook and Instagram!

What’s In A Name?

The name “Spruce” comes from the Prussian timber that one could call the building block of expression. It creates paper on which ideas are written and printed, the podium stands where voices are heard, and the frames within which visual art is displayed. The colloquial term “spruce up” also speaks directly to the elevation of print and art found in Spruce Gallery. In short, spruce is an all-around cradling of ideas – and becoming the basis of our retail branding. 

Each magazine is handpicked for its unique perspective and editorial excellence, ensuring that visitors will discover new and exciting voices in the world of publishing. The store’s carefully selected collection of magazines spans a wide range of titles, many of which are being made available in the Philippines for the first time. Bestseller titles include Monocle, The Paris Review, The Gentlewoman, Kinfolk, Apartamento, Design Anthology, Wallpaper, Frame, Popeye and Casa Brutus. As a champion of independent voices, the gallery also carries zines locally and from Southeast Asia and LGBTQ+ creatives. In these publications found within Spruce Gallery, one discovers the authentic, the rebellious, and the unveneered truths, and, in doing so, we reconnect with the extraordinary voices from everywhere.

Storytelling Semiotics

To begin their journey of meeting the mag-hags of Manila, Spruce Gallery needed an emblem that would help entice people into its inspiring space, whether that be via glowing street signage or on social media. In crafting the logo, we tackled the challenge of distillation and graphic storytelling – the coalescence of art and print. The square, a vessel of provocative discovery and artistic revelation, beckons us to peer through its thrilling window. This symbol of the Spruce Gallery retail branding is the genesis of adventure, a canvas for mind-altering perspectives, and the crucible of creativity and imagination.

In the upper hemisphere, an elegant ‘M’ unfurls like the spreads of a captivating magazine, unveiling a world of surprise and delight—a profound dive into an irresistible universe where ideas flourish and stories unfold. It encapsulates the essence of deep engagement, where for a moment, the worries of the world fade away. Below, a counter-clockwise “C” is a distillation of the artwork frame, solidifying Spruce’s role as a crucible of artistry, a foundation dedicated to nurturing talents and championing the lucid voices of emerging artists. It encapsulates the Spruce Gallery retail branding – encapsulating the inspiring ideals of ingenuity, inviting us to explore, imagine, and revel in the extraordinary, seductive realms of imagination.

Paint It Black

Next, we needed to expand the brand identity to create an atmosphere that conducts deep creative expression. The store’s carefully curated edit of magazines – selected from all around the world – rests against deep black shelves and the walls. This is a well-intentioned choice, as black is not the absence of color, but the combined presence of all. By doing so, we visibly draw attention to the titles and art we want to champion.  Black is also a perfect template for Spruce Gallery’s retail branding –  cementing it into an ever-transforming, adaptable events space. With this, the space is ready for art exhibitions, launch parties, and other gigs that showcase the works of emerging and established artists from the Philippines and the world. 

A Community of Readers

For Spruce Gallery, it was not enough to attract a customer base – we needed to organically build a community. Developing merchandise was essential to be part of the “in” crowd – blending neatly into a creative lifestyle. From cards to stickers, apparel to tote bags, these retail branding pieces are a calling card for those passionate about expression and thought provocation. 

Our only next step was to send the bat signal, and true enough, the mag-hags came. Many traveled from all over the Metro, braving the traffic on the Gallery’s soft opening weekend. The celebration came full circle this past March 9, 2024, with the Spruce Gallery brand identity on full display at the Gallery’s official launch. Amidst the glow of good music, good drinks, and good food, we were ready to turn a new leaf – literally. 

This opening is just the beginning as Spruce Gallery continues in its manifestations of creativity, invigorated by community. By championing these titles, we embark on an inspiring exploration to connect Manila’s weary, originality-starved readers with the intriguing territories of the artistic and literary cosmos. As siblings, we couldn’t be prouder of Spruce Gallery for quickly becoming a conduit for a print renaissance right in the heart of Metro Manila – if we dare say so ourselves. 

Spruce Gallery is located on UG3, Upper Ground Floor, of City & Land Mega Plaza along ADB Avenue in Ortigas Center, Pasig City.

To learn more about Spruce Gallery, follow their Instagram at @sprucegalleryph.

Spruce Gallery in the Press

WhenInManila | SPOT | Adobo | NoliSoli | The Post | ArtPlus | Purveyr

Details referencing the accomplished President in a more personal way abound: Blue wallpaper references his alma mater, Ateneo; bespoke beddings designed to evoke a barong tagalog pattern he wears; and the compact disc handles of the wardrobe closet recall his love for music. We also crafted the President’s monogram, embroidered on the pillows, to complete the highly personal design that Atelier Almario sought to achieve within this space in the Laperal Mansion.

The PNoy Suite in the Laperal Mansion is humble in measure, but we are delighted to contribute to the brilliant leads at Atelier Almario’s obsessive attention to detail in capturing the spirit of the pivotal, straight-shooting leader who steered the nation’s course into a straighter path. 

The Courage to Continue

To begin, we immersed ourselves in the crowded streets of Manila, to the neighborhood Cocopans of Kalentong, Paco and Sta. Cruz. We couldn’t help but sense a communal kinship with our servers and the store staff, with our face-to-face interactions being a subtle but present glow of hope. These pushed us to translate the feeling into the overall retail branding identity as well. 

Something to Bite Into

CoCo is found in every facet of the brand story, and it is now also embedded in the brand’s identity. We modified the existing Cocopan logo, then we developed a standalone “C” with the bites (a design feature transferred from the old wordmark) to become an ownable icon in future applications.

Pan Intended

Inviting language does more than welcome customers: it affirms humanity and community belonging. Because of this, the brand’s tone of voice, which we call Coco Lingo, is a fresh take on colloquial communication commonly used among Filipinos. With the language straddling the line between kalog (street smart) and sosyal (classy), we make use of slang and wordplay to create a language that is conversational and familiar. This paves opportunities for witty and engaging content, even within retail branding spaces, ultimately inviting customers to a greater experience that is very much attainable. 

All these brand elements are meant to be an expressive take on bakery language into a playful and inviting brand world. Simultaneously, Cocopan took this as a perfect opportunity to add a sense of refinement to an everyday brand – democratizing sophisticated design for a wider audience. With this, Cocopan aims to stay true to its mission: to be a nourishing respite to a weary Filipino public as they step into the store. Its playfulness is an invitation to indulge, even if just for a moment.

The pressures of daily life bring out an inner yearning for satisfaction. And oftentimes, the immediate answer to the pressing need for satiation is a fresh, tasty piece of a humble pan de coco. As Cocopan begins to roll out its revitalized branding throughout its stores, Design For Tomorrow takes pleasure in collaborating with the Cocopan team in recrafting a resonating identity that echoes the mission and aspirations of the brand. We created a story that seamlessly weaves into the fabric of its communities – infusing the brand with a joyful sense of humanity that, in the process, becomes a celebration of Filipino spirit and resilience. In other words, what it means to be a fulfilling way to get through the day.

Follow Cocopan on Facebook and Instagram!

Heritage Speaking In the Voice Of Now.

Following a strategic rebranding and identity redesign, Mendrez emerged as a symbol of warm, intimate connections, reflecting the familial bonds that unite Filipinos across decades. It champions authentic excellence, quality, and craftsmanship, advancing gracefully while remaining rooted in its well-regarded heritage. The introduction of a sleek new marque and the brand’s visual identity now boasts an earthy palette featuring an establishment date in the logo to proudly establish a sense of place, a poignant reminder of its authentic origins. The iconic “M” monogram graces everything from tote bags to shoebox encasings, giving your accessories elegant, premium product packaging.

Sensorial Spaces

Cognizant of Mendrez’s desire for a more elevated experience, the pop-up kiosk in Megamall and its leading brand branch in SM Cebu needed to be a demonstration not just of innovation but also a signal of its commitment to building connections across generations. Collaborating with Siglo Interiors, the redesigned Mendrez pop-up brings contemporary concepts to life while celebrating Filipino values. With biomorphic and biophilic design elements, the revamped Mendrez paces – a template of ongoing nationwide space revamp – encapsulates its core brand essence and expression for a cosmopolitan Filipino audience.

The soon-to-be-launched flagship Mendrez retail space design at SM Cebu takes it further by integrating a cafe within the interior space, offering a tasteful experience of “The Filipino Touch.” Beyond shopping, it becomes a gathering place, forging connections and transcending its utilitarian origins. Here, Mendrez conveys its ongoing transformation.

Mendrez is progressing into more than a blend of classic and modern; it’s an affirmation of the Filipino spirit in its current moment. Organic, elegant, storied, and ready for the future, Mendrez’s revitalization embodies the enduring legacy of Filipino heritage. As we step into the era of Generation Anywear, Mendrez is not just a brand; it’s an embodiment of the timeless essence that resonates with Filipinos across ages and style shifts.

Noteworthy Nomenclature.

Eluria’s name is a minted evocation of “elan,” meaning flourish, illuminate, allure + “via,” meaning a way of life + “ya,” meaning house. Combined, these words lead to “a house flourishing with beauty and light” or “path to illumination.” In Hebrew, Eluria also means “precious flower.”

Daily Rhythms Captured In Bespoke Patterns.

Part of Eluria’s sense of place is the observant quality of how life unfolds along Rada Street (where it will occupy), the neighboring parks, and the slice of living and working transitions that define the beats and rhythms of Makati. These rhythms – expressed through a series of custom patterns that echo the brand strategy – become graphic elements to visualize life unfolding in the neighborhood.

The Psychology of a Locale

People choose places. There’s always a reason why people choose to live in a specific neighborhood. Then it starts attracting like-minded and like-hearted individuals. 

Until one day, the place chooses us. And says, come with me.

With Fort Bonifacio rapidly rising as a global city, how can a real estate brand like Eluria capitalize on Makati’s clout as the Philippines’ preeminent metropolis? Our placemaking strategy highlights the many undefeated elements that make Rada in Makati encircled by – and saturated with – charms and textures that emerging districts cannot easily replicate. It remains a premier place for living, working, leisure, commerce, and pleasure. 

The Soul of Strategy

Emotion, function, affirmation, aspiration, and significantly purposeful vision underline the essence of the real estate brand Eluria. We conveyed only the essential elements that matter to the project and ingrained these decisive qualities into the overall goals of Arthaland and the brand’s intention. 

Elevated by Design

Eluria’s architecture, with its “contemporary treehouse” concept integrated with the interiors’ Japanese philosophy of Wabi-sabi, is the masterful execution of FMB Architects’ Michael Banak. The elegant structure evokes understated luxury but incorporates state-of-the-art technology and a rich, unsurpassed array of green features. The real estate development has already garnered LEED, WELL CORE, EDGE, and BERDE certifications without compromising amenities, qualities, and ideals.

Typographic Exclusivity

DFT commissioned a bespoke typeface from Tudotype Foundry‘s João Miranda that speaks of the brand’s values, aspirations, and personality.

Eluria Capitals’ custom characters pursue the idea of rich sharpness with elegant minimalism that comes across through the replacement of serifs so commonly associated with this genre of typefaces, embracing the idea of strength applied in letter carving.

The final output is a beautiful set of capital letters infused with a variety of discretionary ligatures that create unique letter combinations, allowing each word to be as distinctive and crafted as possible through this system of letters.

Although it doesn’t replace the craft present in lettering, Eluria Capitals works hard to make the most beautiful group of letters feel as unique and distinctive as possible.

Editorial Elegance

Drawing from DFT’s extensive editorial and publishing expertise, a lush (soon-to-be-launched) monograph will be the most tactile expression of Eluria’s vision. Written in a defined Eluria brand tone of voice that avoids superlatives and pandering writing prevalent in property development marketing, the monograph uses expressive, intimate language that mirrors the real estate property’s ethos with clarity and passion. 

Staying true to Arthaland’s sustainable brand DNA, the production values echo the same obsessive attention to detail. Specifications include premium FSC-certified paper and non-toxic vegetable inks. 

A weighty custom hardwood case with a laser-cut logo on two sides tangibly and luxuriously articulate the Eluria values. 

Delight and Subtlety – The Mastery of Experience Choreography

Staging a premium showroom experience with potential clients attuned to the codes of luxury is no easy feat. A dedicated luxury vehicle conveys showroom guests from their origin into the discreet experience suite. In every touchpoint of the real estate brand experience – from appointment to exit – the Eluria values are embedded and delivered in a nuanced but seamless way.

No garish branding will assertively confront guests emerging from the exclusive elevator (mimicking the future experience that elevators will open to each unit) and the spacious vestibule.

Artistic Flourish

Steering the brand expression from an aggressive commercial sense, DFT proposed and injected some artistic interpretation of the Eluria real estate brand.

We commissioned renowned ceramicist John Pettyjohn to craft limited and numbered editions of exclusive ceramics in a custom Eluria box – given as gifts to select prospective clients. These deluxe tokens eschew the throwaway practices of cheap promotional items.

Architect and artist Jem Magbanua developed organic art prints illustrating the key differentiating amenities like the rooftop Potager Garden, the Eluria indoor garden, and the sustainable aspects of the units. 

The Shape Of Us – Evoking A Vision Of A Distinct Life

Having delivered an expansive strategy, then crystalizing it with an original, elegant identity, Arthaland extended our real estate brand work by insisting that DFT conceive the Eluria films instead of passing the interpretation to an outsider. 

DFT delivered a film narrative composed of vignettes that give a window into the passions, pursuits, and values that bind the people who will occupy these tasteful spaces. 

Produced at the height of the COVID-19 pandemic, the film’s realization has various complex challenges: logistical restrictions, multiple last-minute cancellations, social distancing regulations, shortened production windows, and limited talent availability, amongst other things. 

In the end, as the film line puts it profoundly, we are driven by the things that truly matter and capture our hearts.

Dignity And Prestige: As Long As It Takes

DFT also conceived a second film to manifest the brand’s concept of devoted, personalized service – a key differentiating proposition of Eluria among competing real estate brands. Instead of a standard concierge service, we upped the ante of luxury developments by proposing prestige services through professionally-trained butlers – pioneering the next level of premium experiences in the Philippine real estate sector. The film articulates the many attentive and anticipatory activities extended to residents and the distinctive element of Eluria – the irreplaceable human touch.