Fila Manila
Packaging Design
Serious Studio — 2023
DesignDenise BorjaProject ManagementMayee Gonzales
Photography from Fila Manila
Fila Manila is a proudly Filipino-American owned condiment brand that is bringing Filipino flavors to American supermarket shelves. With their transition from a fully online business to stocking at giants such as Whole Foods and Target, we were tasked to create packaging design for their signature coconut and ube spread, Fila-Ube, that would stand out on shelves. Our goal was to create something that would resonate with Filipinos who are already ube lovers as well as pique curiosity for the uninitiated.
The concept for this packaging takes advantage of ube being a new and somewhat mysterious flavor to many, leaning into playfulness and whimsy through the dreamy colors and custom illustrations. The packaging also highlights the owner’s story and heritage on its easily squeezable packaging.