Filipino Hospitality Group Branding

How we created a cohesive brand identity system, from a tin of fish. Pusit Pusit is a Filipino hospitality group in Seattle. We had already created the identities for their brands: Musang fine dining restaurant, Kilig fast casual diner, and Wild Cats Catering. The next step was designing the parent brand that could unite them all.
Brand Strategy
Brand Identity
Collateral

Client

Pusit Pusit

Date

November 2023

Industry

Restaurant

Location

Seattle, US

The challenge

Our challenge with Pusit Pusit was to create a brand that had enough personality of it's own, but still felt like a cohesive parent brand for their concepts.

Process

Pusit is Tagalog for squid. The inspiration for the identity came from vintage tinned fish branding. We designed custom logotype and a squid brandmark in a hand drawn style to create a distinct and original identity.

Solution

We designed a brand identity to help define a professional and successful restaurant group, that was built with love by the local Fil-Am community. This included social media, business cards, signage and apparel.

Results

The result of the Pusit Pusit brand identity was a cohesive and compelling brand that allowed this thriving hospitality group to scale without sacrificing their culture.

Recognition

Parent brand for their multiple concepts

Growth

Increased visibility for their hospitality group

Trust

Pusit Pusit brand is a seal of trust and quality

Expansion

Increased locations and expanded operations
In 4 weeks

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