Brand Identity and the Evolution of the Philippines' Oldest Brands

In the Philippines, age-old brands have become more than just household names as they are deeply woven into the fabric of the nation’s identity. From iconic food products to beverages, these brands have stood the test of time, evolving with changing demographics, technologies, and consumer preferences, all while maintaining their strong presence in the market.

Many classic brands have maintained their brand identity throughout its existence so that every single Filipino you ask would instantly recognize them. Some embraced change so that their identity evolved through the years.

Here’s a look into the fascinating journey of some of the oldest and most iconic Filipino brands, and what lessons we can draw from them.

Historical Context

The Philippines has a rich cultural and artistic heritage shaped by centuries of colonialism and local traditions. Spanish, American, and Japanese influences have all left a mark on the nation’s visual culture and design sensibilities. During the Spanish colonial period, brands that catered to local tastes and products flourished. Post-independence, the rise of nationalistic pride further shaped the design identity of Filipino brands, with local motifs, colors, and traditional elements becoming more prominent.

Some of the oldest Filipino brands were established during a time of economic transformation, particularly under American rule, when the local economy began to modernize. Brands started to embody Filipino resilience, creativity, and adaptability. Many of these early brands have become symbols of Filipino heritage and national pride.

The Evolution

Filipino brand design is a mix of local and foreign influences — Spanish flair, American commercialism, and indigenous Filipino elements. This unique fusion is seen across many of the country's oldest brands, which reflect a balance between traditional Filipino motifs and the changing tastes of modern consumers. The best example is perhaps the most iconic brand of all - San Miguel Beer. Founded in 1890, the brand has gone through several logo changes but has maintained its signature elements like the crowned lion and shield, symbolizing the company’s strength and heritage. This mix of traditional and modern design has helped the brand stay relevant for over a century.

As Filipino brands expanded from local to national recognition, their visual identities evolved, either sticking to their original designs or embracing change.

Nostalgic Appeal

"Why change something that works?"

Some Filipino brands have kept their original branding almost untouched, banking on nostalgia and familiarity.

1. San Miguel Beer

This flagship beer has been a part of Filipino celebrations for over a century. While the brand has undergone slight updates to reflect modern tastes, its iconic lion logo and red, white, and gold color scheme have remained consistent, symbolizing tradition and excellence.

2. Magnolia Ice Cream

Founded in 1925, Magnolia is a beloved Filipino brand. Its classic blue-and-white logo, with its cursive typography, evokes feelings of nostalgia and childhood memories. Magnolia has adapted its offerings through the years but retained its classic visual identity.

3. Ligo Sardines

Established in 1954, Ligo is another brand that has remained true to its roots. Its can design, featuring vibrant colors and bold typefaces, has hardly changed. This consistent branding has made Ligo a trusted name in Filipino households for generations. They created TV commercials in vintage 1930s and 1960s cinematography that embraced the timelessness of their brand.

4. Café Puro

This coffee brand, founded in 1952, has kept its packaging design simple and classic, maintaining the same logo and packaging style since its inception. Its visual identity embodies Filipino warmth and tradition. Just because they're old school, doesn't mean they don't want to push the envelopes of what's tasteful and risque.

Embracing Change

"The only constant in life is change."

Some brands have embraced change, evolving their designs to keep up with the times while still respecting their heritage.

1. Philippine Airlines

Founded in 1941, Philippine Airlines (PAL) has undergone numerous brand revamps over the decades. From its early logos showcasing a plane flying through the sun to today’s sleek and modern blue-and-red design, PAL has consistently updated its visual identity to appeal to a global audience while staying true to its roots as the flag carrier. It even added a "Love Bus" logo on its airline livery.

2. National Book Store

A staple in Filipino education since the 1940s, National Book Store has evolved its branding to cater to modern consumers, adopting cleaner and more minimalist designs. Its red-and-white color scheme remains consistent, symbolizing its enduring commitment to providing quality books and supplies.

3. Jollibee

The beloved Filipino fast-food chain started in 1978, with a jolly bee character that has become a cultural icon. Over the years, Jollibee's branding has been updated to appeal to a more global market. The mascot remains, but the logo and overall visual identity have been streamlined for a more modern look.

4. Mercury Drug

Since opening its doors in 1945, Mercury Drug has grown into the largest pharmacy chain in the country. Its original mortar-and-pestle logo has been updated over time, but the brand has kept its core identity intact, ensuring that Filipinos continue to see it as a symbol of health and trust.

Lessons Learned

The evolution of these Filipino brands offers valuable lessons for modern businesses. These brands are household names because they managed to navigate the complexities of brand evolution. Today's digital marketers should apply these timeless lessons to build stronger visual identities that stand the test of time. Many of these old brands tend to have a distinctive art style during their time while some have embraced change by simplifying their brand identity and starting the process of "debranding."

Here are some important lessons to take note:

1. Embrace Evolution

Like Jollibee and Philippine Airlines, brands must evolve to remain relevant. While change is necessary, it's important to keep key elements of the brand intact to maintain loyalty. Gradual updates can attract new audiences without alienating long-time customers.

2. Leverage Nostalgia

Brands like Ligo and Magnolia prove the power of nostalgia. By staying true to their roots, they evoke warm memories and trust. Nostalgic elements, whether in packaging or branding, can create a deep emotional connection with consumers.

3. Stay Culturally Relevant

Filipino brands that incorporate local culture, such as San Miguel's historic logo or Café Puro's traditional imagery, resonate more with their audiences. Authentic cultural representation strengthens brand loyalty and helps differentiate the brand in a crowded marketplace.

4. Consistency Is Key

Consistency in branding, as shown by the National Book Store and Mercury Drug, builds strong brand recognition. Consumers trust brands that maintain core design elements, even as they modernize.

5. Adapt to Socio-Economic Changes

Brands that reflect societal shifts, like Jollibee's evolution to cater to both local and international markets, remain relevant. Understanding societal and economic trends helps brands maintain their relevance.

6. Tell a Story

A strong brand narrative, as seen with San Miguel Beer and Magnolia, is essential for longevity. These brands tell the story of Filipino excellence and heritage, creating a bond with their consumers that goes beyond the product.

What Can We Do?

The evolution of the Philippines' oldest brands offers a roadmap for emerging brands. Balancing tradition with innovation, leveraging nostalgia, and staying culturally relevant is essential for creating enduring brand identities that resonate deeply with Filipino consumers.

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