chef rudy boquila (toronto and niagara on the lake, canada) // brand identity, promotion design, website design

the projects: The end-to-end brand evolution for an independent Filipino-Canadian chef in Niagara on the Lake, Canada + packaging and promotion for his Maanghang hot sauce brand

my role: creative director + branding and design consultant

This multi-phase project involved establishing the visual identity for Kalsada (street food) brand. The Kalsada Street Food brand identity design was inspired by a popular mode of public transportation in the Philippines – nicknamed “jeepneys.” They are repurposed US Army Jeep vehicles, leftover from WWII, hand-painted with colourful graphics and typography - no two are alike. Conceptualized and executed cohesive visual systems across all sub-brands.

Developed retail-ready labels and full packaging design for Chef Rudy’s Maanghang (meaning ‘spicy’) small-batch, artisan hot sauce line. Employed a minimalist, premium label design with clean typography. This understated aesthetic allows the vibrant, natural color of the hot sauce itself to serve as a focal point of the visual packaging. Designed and launched the Shopify e-commerce storefront alongside a targeted social media strategy engineered to drive engagement and velocity sales.