Prito Tito2023
A full brand strategy and identity for Prito Tito — a bold Filipino fast food brand centered on fried chicken and street food culture. From positioning to packaging, the system needed to feel loud, proud, and unmistakably Filipino.
Problem
Prito Tito had a clear product and a clear audience — Filipino street food lovers who wanted flavor, energy, and a brand they could be proud of. What they lacked was a brand identity that matched the ambition. The existing marks were generic and didn't reflect the cultural specificity that made the brand worth caring about.
Approach
Led with Filipino identity as a strength, not a detail. Bold display type, energetic yellow and red palette, and a mascot-forward system that felt at home on signage, packaging, and app screens. Typography leaned heavy: expressive, loud, unapologetic.
System
A complete brand system spanning logo mark with character integration, packaging design for bags and containers, a mobile app and menu mockup, type specimens in brand colors, and signage applications. Color palette anchored in yellow, red, and dark brown — high contrast, high energy.
Outcome
The brand system gave Prito Tito a visual identity strong enough to compete with established fast food chains. The mascot and packaging became the most recognized elements, used across all customer touchpoints from delivery bags to digital menus.
