Ten hours’ drive from Manila, intermittent (and often no) mobile phone signal, no television, and no internet connections were just a few of the amenity challenges of the owners of Pannzian when they came to Design For Tomorrow for a branding upgrade in 2015. They sought to revitalize the resort, redesign their logo, and come up with a fetching set of propositions and narratives.
Pannzian is a small family-owned beachfront property — a parcel of a sprawling ancestral hacienda in Pagudpud, Ilocos Norte. Originally a cluster of huts for the family and guests’ weekend getaway, it slowly grew into a small resort preferred by city-dwellers looking for a provincial retreat, homecoming balikbayans seeking a quiet place, and families in the neighboring provinces looking for a weekend excursion.
When Pagudpud shot into international fame as a surfing destination, plenty of new beachfront properties came to be. Aside from fierce competition, the need for Pannzian to attract new customers prompted the discussion for brand revitalization.
Our team immersed ourselves in Pagudpud, visiting and sampling neighboring properties, talking and listening to the Pannzian community’s stories, trekking the mountainous and river parts of the hacienda, and relishing the indigenous cuisine and local crafts. We also invited master planning and architectural teams to map out physical overhaul and interior redesign potentials.
Then we recommended a more authentic route in presenting the challenges of the place. Instead of glossing over the lack of modern conveniences, we repositioned Pannzian as a place for “digital detox” or a non-pretentious place for complete disconnection from all the unpleasant intrusions of urban technology-soaked life.
Highlighting an experience of homecoming to natural wealth, the largely unspoiled property’s mountains, hills, rivers, farms, and seaside spots become an appealing backdrop for either active adventure or a serene respite.
The curving part of the wordmark encapsulates the easy rhythm of this hidden place of harmony. It also visually echoes the waves, the river’s slow current, and the hacienda’s slopes. Then we produced largely unretouched photos of the place, the people, the heirloom recipes, and activities to be had as a window into Pannzian. We then embedded the property’s adopted community’s stories and activities, providing an immersive opportunity, participation (guests can help catch fish and given a share of the catch), and active engagement.
Considering the long travel, we also made an experiential guide embedding gastronomic and cultural discoveries along the way.
The revitalization successfully raised the profile and perception of the brand as a rustic destination for blissful disconnection.
Client Pannzian Industry Hospitality Discipline Placemaking, Branding, Design, Digital, Content, Art Direction Location Ilocos Norte, Philippines
Identity Designers Marlon Lacanilao, Ric Gindap Art Director Bonnapart Galeng, Marlon Lacanilao, Elizabeth Teotico Designers Ralph Neil Carreon, Israel Contreras, Shintaro Lopez, Rashina Tuazon, Patricia Ibañez, Ma. Cecilia Inocencio Collaborator (Photography) Chris Yuhico (Masterplanning) Buensalido + Architects Forward Planners Roman Roxas, Lorenzo Fresnoza Editorial Strategist Samantha Sales Digital Designer Edward Martinez