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Ingredients Brand Development 8 Style Guide
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Stationary 10 Interior/Menu/Chef 12 Product & Merchandise 20 Print Advertising 30 Online Advertising
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Outdoor Advertising Sponsorship
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Kalye – the Filipino term for “Road.” Roads have been used to travel beyond our current state -- to connect people to their destinations, foster relationships between humans, cities, and regions, and empower them to endeavor for infinitely wider horizons. It is with this in mind that we craft our brand.
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Kalye
Introduction
Sun, beach, and bamboo. The top common elements that most believe the Philippines are essentially made up of. While they’re not entirely wrong, they’re not entirely correct either. With a population of more than 92 million, the Philippines stands as the 12th most populated country in the world -- a definite indicator of a rapidly thriving and expanding urban culture. In fact, our capital city, Manila, is the 5th most populated urban area and the most densely populated city in the world. It is in these urban environments and streets that we explore the common denominators in our home nation’s tastes. Filipino food has evolved over several centuries to become a mixed cuisine with many Hispanic, Chinese, American, and other Asian influences that collaborate to create a distinct flavor. With dishes such as Sisig (minced pork with citrus essence), Lumpia (deep fried eggrolls), Pancit (very thin rice noodles fried with soy sauce, meat, and vegetables), and Halo-Halo (shaved ice with condensed milk, fruits, and sweet beans), the Filipino palate favors robust flavors, but usually without the spiciness of neighboring countries.
Target Market
Our brand caters to a wide and global audience consisting of trendsetters, young adults (21-35), as well as second-generation and American-raised Filipinos. Money & Brains, Young Digerati, and Bohemian Mix market segments are included as well.
Mission
Kalye strives to advocate and elevate the position of Philippine urban culture and cuisine in current times and in today’s vastly diverse audience. Through our streamlined and inviting dining experiences and epicurean reimagining of traditional Filipino street food, we promise to express the Filipino values of human advancement and pride in all of our practices. “Eat well and thrive.”
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Style Guide PANTONE 116C
BLACK
WHITE
Dosis
Blanch
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Stationary The business system takes on a very bright and robust style -- much like our flavors do. The imagery of our food is prominent on the backsides of the business cards and on the buckslip so that there is no question about what Kalye provides.
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restaurant interior Kalye dons a sleek modern look in the interior of the restaurant. Bamboo mats fit the table tops and feature minimalist steel frames and streamlined leather lounge-style chairs. The traditional elements found in Filipino culture are imbued with the modern aesthetics that appeal to a younger generation while also attracting the more traditional customer base. Kalye’s flagship location on the 26th floor of Downtown Los Angeles’ Ritz Carlton building is exemplary of the brand’s mission to attract a current and global audience.
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Kenneth cobonpue At Kalye, we strive to innovate and reimagine old concepts to make them stronger than ever. There is no better exemplar of this practice than Kenneth Cobonpue, who is a worldclass Filipino Furniture Designer renowned for his one-of-a-kind designs composed of traditional Philippine materials. With elements such as rattan, Cobonpue pushes the boundaries of traditional materials with innovative processes and methods, making him the perfect artisan to advise and supply Kalye’s restaurant furniture and interior.
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Menu The menu is simplified into 2 sections: Drinks and Dishes. To make the selections more accessible, we included descriptions of the item, as well as categorized them in a user-friendly and easy to understand method.
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ROlando Laudico The Kalye brand’s mission is to promote and elevate the position of Filipino food as a main player in the global arena. Chef Rolando Laudico is one of a new generation of chefs determined to bring Philippine food to a wider audience -making him the ideal head chef for Kalye. His experience as the executive chef of Bistro Filipino, a similar upscale Filipino restaurant, further exemplifies his talents and shared vision. “We base our flavours on traditional Philippine flavours, and we get inspired by them. We innovate, we do our own style, and we make it accessible for foreigners.”
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Examples of Chef Laudico’s work
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Photo Spread 3
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/ Product Intro
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Product Development
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Product Development
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Product Development
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Merchandising apparel
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Photo Spread 4/
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/ Print Ad Intro
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Print ads
Philippine Airlines Onlflight Magazine
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online
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Photo Spread 6/ O
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Outdoor Ad Intro
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outdoor advertisement
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outdoor advertisement
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Philippine Airlines
Philippine Airlines’ sponsorship of Kalye ensures maximum exposure, as those who travel back and forth from the Philippines to America are certain to hear about Kalye. In the same respect, we are sure to let our customers know about Philippine Airlines and the unparalled on-flight experience that they provide. In addition, Philippine Airlines carries most of our imported goods from the Philippines, so Kalye customers definitely get the genuine Filipino taste. If our customers enjoy our cuisine, then they are sure to enjoy a trip to the place it originated from.
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Photo Spread
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7/Thank You The most important part of our brand is you. We hope to see you in Kalye soon!
Eat Well & Thrive. 43
Eat Well & Thrive.
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Kalye Concept and Design by Angelica Villegas Applied Branding Fall 2012