Ate Rica’s Bacsilog takes from its humble beginnings as a mobile sidewalk vending cart. The founder, Rica Penalosa (fondly called Ate Rica), would then physically push her food cart every day to what was then called as DLSU’s “hepa lane”. With the opening of permanent stall installations in Agno at the back of DLSU, Ate Rica’s eventually found its sweet home at the food joint. It set itself apart by providing a unique and superior kind of silog by making bacon silog affordable yet satisfying to students. It is the first of its kind to coin the term “Bacsilog” and the first to offer its unique and original combination of the silog and its proprietary and now popular cheese sauce.
For the project, I was tasked to rebrand most of their marketing collaterals to boost their brand’s exposure and social media presence. To achieved this, I refresh the design to make it modern and timeless.
What I did
Graphic Design
Art Direction
Campaign Strategy
Social Media
Branding
Key Visual
I created this brand guideline to show a clear definition of how I want the brand to be represented to others. This will serve as a future guide for the company in order to ensure that all materials adhere to the branding.
I was also tasked to recreate their menu design. For the design, I used the recent branding that I created. I also use photos instead of illustrations to make it more apetizing. By using photos it will also be easier for the customers to choose what they want.
I focused on engaging with Filipino students by crafting witty and relatable content that resonates with their humour and daily experiences. My goal was to make every post feel like a conversation, increasing engagement and the potential to make it viral.
I also created posts for special occasions such as Labor Day, Mother’s Day, and Christmas—celebrating moments that connect with the everyday Filipino community. Since Ate Rica's Bacsilog is a beloved comfort food for the masses, I ensured the brand’s voice remained warm, familiar, and deeply rooted in Filipino culture.
