MANILA, PHILIPPINES – Manila-based creative agency Design For Tomorrow (DFT), also registered in Singapore, is making waves this time, by reimagining the identity of homegrown bakery Filipino Cocopan.
From the heart of bustling Manila districts Kalentong, Paco, and Sta. Cruz, Cocopan’s roots lie in the warmth of Filipino communities. The DFT team delved deep into these neighborhoods, immersing themselves in the daily rhythms of staff, servers, and loyal patrons. What they discovered wasn’t just a bakery, but a space of resilience, comfort, and shared joy. These insights became the foundation of Cocopan’s new brand story.
As Cocopan embarks on rapid expansion, DFT was tasked with refining its overall brand strategy, visual identity, and voice to align with its growing vision. At the core of this transformation is a renewed purpose: CoCo – the Courage to Continue. More than just a bakery, Cocopan stands as a symbol of perseverance, offering not only delicious, filling flavors but also an uplifting presence in the lives of its customers.
The revitalized brand identity embodies this ethos. A warm, inviting color palette of orange, pink, blue, and green sets it apart from the bold primary hues often seen in the industry. The refreshed logo, featuring a subtle bite mark, represents the simple joys of indulgence and satisfaction.
Beyond visuals, DFT crafted Cocopan’s unique brand voice, dubbed Coco Lingo, a playful blend of kalog (street-smart) and burgis (sophisticated). This dynamic tone resonates with Filipinos, seamlessly weaving humor, familiarity, and authenticity. The result? A brand personality that not only engages but also sparks viral conversations on social media.
“Among all the design firms we approached, they were the ones who truly understood our concept and genuinely believed in our vision. Working with the DFT team was not only a pleasure but also very productive,” says Cocopan CEO Gino Rodriguez. “They exhibited great responsiveness to feedback and an unwavering commitment to infuse our brand identity into every facet of their work, whether it was crafting captivating visuals or developing our brand’s unique voice.”
Design For Tomorrow’s dedication to empowering brands and entrepreneurs shines in projects like Cocopan. Since its founding in Manila, the agency has worked with a wide range of visionaries including premium and luxury properties, such as Eluria. DFT’s influence can be felt all over the Philippines (Alveo Land, AyalaLand Premier, Metrobank, Meralco, Unilab), extending globally with projects in Tokyo, Singapore, Hong Kong, Lisbon, and Pretoria.
A full case study for Cocopan can be read on our website: https://designfortomorrow.co/work/cocopan-phl-retail-branding-local-bakery/
