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Titoe
Project Brief
Food plays a central role in maintaining Filipino identity, and this project explores that connection through Ube—a native crop now facing shortages due to climate change and unsustainable farming practices. Controversy surrounding Ube production and marketing, including discussions involving major retailers such as Trader Joe’s, highlights the need for greater awareness.
The work aims to spotlight these issues through design that honors Filipino culture and supports the local farmers who sustain this essential ingredient.
Results
A survey conducted with Filipino immigrants and children ages 7 to 12 offered valuable insights through A/B testing, informing the design direction for Trader Joe’s final package concept. The cereal box features Titoe alongside Filipino iconography and Tagalog vocabulary, creating a culturally rich visual identity. An interactive Bahay Kubo house‑building kit further engages consumers by introducing elements of Filipino culture and architecture. A complementary paper cut‑out animation extends the brand experience and reinforces the project’s educational mission.
Tools
Adobe Indesign, Procreate, Adobe Illustrator
Wooden sticks for Interactive House Building Kit
Construction Paper for Animation
