The identity needed to work flexibly across diverse touchpoints while capturing two essential elements: a distinctly Filipino character and the festival's theme, "Food That Binds"—celebrating how food connects communities, traditions, and people.

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We began by asking ourselves: "Why do people visit Tagaytay to eat?" The answer led us to one of the city's most evocative qualities—its cool climate and the comfort of warm, steaming food shared with loved ones.

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This insight shaped our visual identity. We developed a logo that doubles as a key visual element: stylized steam rising from a bowl of hot food. This simple, universal image captures one of life's small pleasures: the warmth and comfort that makes gathering around a meal so special. The mark's fluid, organic forms allowed it to adapt seamlessly across festival materials.