Jojoli

Challenge:

For nearly three decades, Jojoli has been a beloved fixture of Filipino comfort food and baked goods for locals in Union City, CA. With a burgeoning tech industry flooding the neighborhood with a changing customer base and increasing competition, how can the family-owned Jojoli rise above the noise?

Execution:

We simply gave Jojoli a megaphone, amplifying the very nature of its home-grown charm. We embraced the busy juxtaposition of practical and absurd, and—with the use of imagery, color, and wildly varying type treatments — translated this into a brand language that is as loud as it is self-aware.