Portfolio Category: Brand Manual

Fresh Daily

Brand Manual

Nutrition at Your Fingertips

Fresh Daily

Nutrition at Your Fingertips

THE BRAND

Fresh Daily is a meal planning assistant that simplifies healthy eating for busy individuals and practical homemakers.

scope of work

Brand Identity
Branding
Illustration
Creative Direction
A wall advertisement with illustrations of food ingredients, a person biking with a bag of groceries and photos of a person cooking and a bag of vegetables.
Founded in the late ’80s, Fresh Daily started as a retail store serving meat products until it closed its doors in the ’90s. Today, it is re-introducing itself as the family continues its legacy by offering a healthy and convenient solution to homemakers around the city. 
More than just another delivery service, Fresh Daily aims to assist modern-day families and busy individual effortlessly cook healthy meals at home. Fresh Daily helps members bring order to their homes through an intuitive and reliable AI system that allows them to organize meals and pantry needs, and adjust weekly budget. Through this process, Fresh Daily helps busy professionals and practical homemakers save time and money, cooking more often while promoting a healthier lifestyle.

We positioned Fresh Daily as a “meal planning assistant” and developed a brand bursting with personality and color that helped customers feel like they have better control of their home lives.

Fresh Daily’s vibrant visual system centers around the idea of freshness and sensibility. The brandmark is notable for its key attributes; fresh, healthy, and sensible. We developed delightful imagery, honest typography, and a vibrant yet sophisticated color palette based on their highly tailored, human-centered approach in the delivery space.

Custom illustrations feature happy families, home-cooked meals, and cheeky pantry ingredients. To make the brand assets adaptable, we designed the brand as a foundation for future growth.

The result is a food tech brand that illustrates a personalized customer journey that feels like a one-on-one relationship. We were also engaged in a post-project creative consultancy to help guide the execution of the brand from user testing, packaging to UX design.

“They were very thorough. They brought structure and discipline to our very “rough” ideas at that time. They took care of everything that we didn’t need to worry too much on follow ups and deadlines. We were able to focus on developing our technology and prototype.”

Shyrwinsteel Sia, CEO

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Aroma Art Atelier

Brand Manual

Tradition of Excellence

Aroma Art Atelier

Tradition of Excellence

THE BRAND

Aroma Art Atelier is an art academy dedicated to nurturing homegrown artists from Toledo city, Cebu, Philippines, and leading the city as the cultural hub of representational classical art.

scope of work

Brand Refresh
Brand Identity
Creative Direction

SPECIAL THANKS

Photography by
Rae Cabradilla
Founded by multi-awarded Filipino contemporary realist, Orley Yu Ypon, the atelier’s practice-based approach encourages students to master the foundations of painting while developing their styles and creative aspirations. 
 
It began as a casual gathering of local artists, a means for them to foster long-standing ties, to share common practices and philosophies in painting, and to introduce new aspirants in the field. Two years later, Aroma Art Atelier became incorporated as a non-profit organization, dedicated to helping emerging artists exercise their full potential by providing basic art training.​​​​​​​
Inspired from a native bush in Toledo City, Aroma Art Atelier speaks for resiliency and passion for the art and community. Taking inspiration from its name, Aroma is recognized by its thorns that define strength, tradition, and commitment to excellence. 
 

With the identity focused on the tradition of excellence and the commitment to student’s personal growth in representational art, color palettes resemble the classical art movement and added a touch of sophistication and prestige. 

In the pursuit of excellence, the atelier provides its students a safe space conducive to productivity and access to applied arts education with the right tools and materials where they can discuss freely with their mentors and turn theory into actual manifestations.

an invitation card on the table with a picture of an artwork and two empty mugs

Aroma Art Atelier hopes to help develop Toledo City Cebu into a flourishing cultural hub destination, a haven for Cebuano classical art to thrive and evolve. Check out their website for updates.

“The Backbone really helps builds the brand and promote our paintings efficiently, most especially the customer-friendly staff. We highly recommend them.”

Angie Garbo, Gallery Director

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Superior Metalcraft

sparks appearing from the metal grinding machine with a logo of their brand

Brand Manual

Exemplary Craftmanship

Superior Metalcraft

Exemplary Craftmanship

THE BRAND

Superior Metalcraft is a welding and fabrication shop in Chicago that specializes in custom steel fabrication. They have been in the industry for more than 10 years.

scope of work

Brand Refresh
Brand Identity
Creative Direction

The first part of the process was to familiarize their organization and the industry in general. In contrast to a large manufacturing company, they essentially follow the processes of a job shop, where they produce bespoke items.

The brand identity was focused on their core values, which are integrity, versatility, and creativity. The colors blue, red, and white are very all-American and symbolize the blue-collar worker. 
Images of the logo being used on paper stamp and calling card
Robust, bold, and straightforward, the overall identity reflects their hardworking culture and commitment to the highest quality of service and craftsmanship.
Image of the mask that is used in welding and image of a welder welding with metal sparks
The narrative of them having a strong foundation continued with the integration of the blueprint concept. It shows how they are experienced steel artisans who plan everything first prior to execution. Being grounded in their core values is what drives their identity as a brand and processes as an organization.

Learn more about the brand on their website.

” They did an excellent job distilling down information in a way that made sense to us. Overall, working with The Backbone was a great experience, and they hit the mark. “

Joe Ramirez, Co-founder, Brik

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Hemera Spa Lounge

Brand Manual

Your Wellness Escape

Hemera Spa Lounge

Your Wellness Escape

THE BRAND

Positioning itself to be the ultimate wellness destination, Hemera promotes accessible luxury, signature services, and an overall experience of warmth and comfort. Their goal is to give your weary spirit a glow-up you never thought you needed.

scope of work

Naming
Brand Identity
Print Design
Verbal Identity

ACCOLADE

ASEAN-KOREA Excellent Design Semi-finalists

‘Hemera’ came about when we played around with the idea of clients as royals taking a break from their queenly and kingly duties. Hemera is the goddess of daytime or the sun, a symbol for energy and vitality, which what the brand is all about – a place to relax, rejuvenate, and pamper oneself.

Images of a marble top, ocean see and gold dust from above
The identity is inspired by lightness and fluidity. As its namesake stands for life, the brand encourages a lifestyle of wellness and skincare through creating novel relaxation experiences unique to them.
Image of the brand logo on a glass wall
Brand application on calling card, envelope, and letterform
Brand logo on menu design and calling card
It was a natural progression to use the sun as the emblem of the logo, which denotes strength and good energy. We paired it with a sleek sans-serif font for sophistication and professionalism. The color landscape is composed of earth tones with a more quiet shade of yellow to maintain the brand’s position of being gender-neutral.
Image of the Brand Illustration on a box
The product packaging adapted a sophisticated design to continue the narrative of Hemera being a premium brand, because first impressions are very important. Clients are treated to a very personalized experience, as they can test out the oils prior to using them and choose what they like best. 
Brand application of the logo on a business card

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Bez Acre

Brand Manual

All-Natural Produce

Bez Acre

All-Natural Produce

THE BRAND

Bez Acre is a family-owned farm in Toledo, Cebu PH selling preserved jams, spices, and produce fresh from their backyard. Initially for personal consumption, what they harvest from their farm now is being shared to others, giving a richer meaning to reaping what you sow.

scope of work

Brand Identity
Verbal Identity
Naming
Packaging

ACCOLADE

ASEAN-KOREA Excellent Design Semi-finalist

The vacation home of the Enriquez family in Toledo was a place where they could pause and bond. They would devote their time into taking care of their land, bearing in mind their roles as stewards of the earth. 

The farmer’s hat is a symbol for the hard work, integrity, and diligence in tending their fields with their very hands. Bez Acre’s philosophy is to cultivate the earth with attention and gratitude.
Illustrations of farm essentials
Bez Acre is all about planting with care and harvesting with thanks. The verbal identity of the brand is modeled after a prayer – a gentle expression of gratitude to the Creator for everything. This significant aspect of the family’s belief system is also emphasized in the packaging. 
Earth tones and illustrations of farm elements like fruits, vegetables, animals, and tools, make the overall brand voice and identity rustic, warm, and full of care. As hearty as a cup of hot cocoa on a rainy day, the Enriquez family welcomes their customers into their family with open arms too.
Illustrations of the brand

A family that plants together, stays together. Check them out at their Facebook page and get some soulful goods for yourself.

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