lamesa filipino kitchen (toronto, canada)   //   brand identity system + promotion design 

the project: A comprehensive rebranding of Lamesa Filipino Kitchen, Toronto’s first modern Filipino restaurant. Led the visual identity overhaul for Lamesa Filipino Kitchen to align its brand with a contemporary culinary approach. Grounded the new identity in the visual language of indigenous, pre-colonial tribal tattoos. Historically serving as a profound symbolic system marking accomplishments and cultural values, these traditional motifs were reinterpreted into a sleek, modern narrative. The new  brand identity needed to avoid cultural stereotypes motifs – a reflection of the new culinary territory. 

my role: Creative director/lead designer 

Developed a cohesive ecosystem including a new brand mark, outdoor and storefront window signage, stationery system, and menu design, alongside high-impact promotional materials for
special events and ongoing marketing.