Madbois
Madbois, another start-up, is a cloud-kitchen serving homemade lasagna topped with torched queso de bola. Essentially, the owners, or the “mad bois” themselves, asked for a brand baby that personifies them. I was able to base its entire creative direction around their traits – energetic, spunky, and undeniably quirky.
Product Photography by Fern Dy
Food Styling by Tasha de Castro
Illustrations by Kirsten Carlyle
Brand Identity, Creative Direction, and Illustration Renders by 🙋🏻♀️
Logo Development
Initial vs. final logo
For their logo, I played around with typography in order to form a wordmark that looks “mad,” yet still recognizable. The initial logo, paired with the initial color palette, leaned towards the safer side; so, I opted for playful lettering and vibrant tones
Visual Identity
Meet baby boi, big boi, and mad boi, the brand’s mascots
The market was saturated with traditional homemade lasagnas, most of which were sold with the good old, classic “grandma’s recipe” look. With the aim of being the more divergent lasagna option among those existing in Manila, we took inspiration from modern pizzerias, and combined these with elements found in retro-themed diners.
From these, we derived simple half tones and illustrations to complement the brand’s visual identity.
Menu
Key Visuals
︎︎︎ Scroll for the money shot ︎︎︎
Lifestyle
MADBOIS
Manila’s #1 Lasagna....as told by our moms
︎