The Abaca Group, a fast growing boutique hospitality group based in Cebu City, Philippines asked us to do work for the launch of the Abaca Baking Company. They wanted their new bakery to deliver a fresh message that said they were a place for everyone in the neighborhood to get good, honest food.
We worked on all the packaging design, made murals,  created objects, designed the menus and environmental graphics.

Various Abaca Baking Company collaterals.Airplane Boy, the bakery mascot. Resin, 4 feet tall.

abc clipboard H
Hand-painted clipboards that are used as menus.

Children of the Alphabet: concept art for the bakery walls.

One of the branches in Ayala Center Cebu. The Abaca Baking Company grew from 1 to 7 branches in the city within 18 months. We were very fortunate to have a hand in all the branches.

26 Hand-painted Menu Clipboards: Each One Representing a Letter of the Alphabet. The ABCs of the ABC.

Our approach was to create a collection of things that we hoped made people feel a sense of warmth and wonder. The clipboard menus for example were all done by hand – much like all of the food in the bakery. We thought it would great to make a series of artworks where each one was inspired by a letter of the alphabet. The A-B-Cs of the ABC.

Hand-painted clipboards

Each clipboard stood for a letter of the alphabet. Seen here - P: Parade ; S: Superhero

K: Knit

If the visitors of the bakery saw the art and the graphics and  it made them pause to think of the summer or fairytales or the warmth of an old friendship - even just for a second - then we have done okay, and hopefully it has added to the charm of the bakery. Of course, the always great food makes the bakeshop memorable too!


Takeout cups

This is in one of the branches (Banawa, Cebu branch). We made a dark fantasy-themed ABC wall. Apple, Beanstalk, Crow and so forth,











The stories blossoming out of the chairs


mural 1



Takeout box

Wall menu


abaca sm1

abaca sm17 abaca sm16 abaca sm15 abaca sm14 abaca sm13 abaca sm12 abaca s11 abaca sm10 abaca sm9 abaca sm8 abaca sm7 abaca sm6 abaca sm5 abaca sm4 abaca sm3 abaca sm2