The ABCs of the Abaca Baking Co.

A closer look at our design work for the Abaca Baking Company, a bakery where everything is handmade from the food to the graphics.

About the Project:

The Abaca Group, a fast growing 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.


Various Abaca Baking Company collaterals.

What we did:

  • Graphic design of the packages, signages, cups, and menu boards.
  • Worked on elements in the interiors: hand-painted murals, hand-painted chairs and tables, and such. Illustrations were also used for many of the packages and marketing collateral.
  • Wrote the brand manual. We established guidelines on how the brand positions itself through visuals, words and other forms of communication. These include everything from typography down to copywriting style.(note: the logo for the ABC was designed by fellow Cebuano designer Bry Onglatco)
  • Worked with the Abaca Group internal marketing team to create materials to promote the bakery and its branches.

Our Approach:

We wanted 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 be great to make a series of paintings where each one was inspired by a letter of the alphabet. The A-B-Cs of the ABC.

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

Visual Communications:

At first glance, the interiors may seem like some maximalist wild-child, in truth, we carefully considered all the elements in building a sort of world for the brand. Every mark, illustration and color choice is debated and considered. It’s challenging in the beginning but as we made more and more stuff, we quickly learned what was in-line, what pushed the ideas forward and what didn’t quite fit in.

As a goal, we wanted to create images that reminded people the summer or fairtytales or the warmth of an old friendship.

Hand-painted clipboards
Each clipboard stood for a letter of the alphabet. Seen here – P: Parade ; S: Superhero
K: Knit

A growing brand with a loyal (social media savvy) following:

The Abaca Baking Co. has grown to 8 branches in Cebu City in 18 months and we have been fortunate to have been involved with its journey from branch number one. The key to success was always going to be the great food and the excellent service and we are just amplifiers of a good product. As a studio though, the brand allowed us great freedom to infuse a lot of character into the objects and materials.
Most importantly the reception from the customers and the people in the city have been very positive.

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

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