Founders, a brand where Asia meets West

Founders is a new retailer-owned brand that aims to challenge the status quo in the Philippines: a melting pot of cultures.

A place with a rich visual culture that mixes Asian, European and American heritage.

The brief was simple: to create a new food brand for a consumer that rejects national private brands. A brand able to compete with existing successful foreign brands, that seduces and surprises a demanding audience.

The result is an original trademark inspired by the act of creation. Founders is based on those who take the first step, the pioneers exploring the world to discover new flavours, new ideas, and new products. A truly global brand that believes in open geographies, in taking down barriers and borders, and brings the world’s best flavours to the table. With a name that catches attention, easy to remember, iconic and meaningful.

Founders’ visual identity has an obvious “americana” influence, inspired by typography signs and bold type compositions. Delivering heritage-inspired visuals yet young, fresh, contemporary, and bold, expressed in audacious color combinations and appealing photography.

On pack, the branding is clever and diverse. The brand logotype was born from the idea of a personal signature, giving body to a unique identity, made by humans for humans. The logo takes different placements and sizes depending on the desired positioning, personality and product. It is the most important element to communicate. It’s presence, size and shape are determined by the type of product and by a pre-determined matrix of 4 possibilities. It embraces any desired colour to show elasticity and adaptability. Making Founders capable of inspiring different personalities and lifestyles.

A brand that is the taste of inspiration.