Sari Modern Rotiserrie
Sari Modern Rotisserie’s Glorietta Mall Launch
Brand Development & Rollout | Food & Beverage Industry
November 2019 to March 2020
My Role: Creative Director
Collaborators: Renz Laboriante - Multimedia Designer | Loren Duzett - Illustrator
Objective: Modern brand development + creative direction for Sari, delivering consistent physical and digital touchpoints tailored to the Glorietta Mall working-class audience.
"How do you rebrand from a traditional dine-in setup into a modern Filipino fast-casual brand?"
Sari Modern Rotisserie was an ambitious rebrand of a homegrown F&B concept once known simply as “Sari.” The restaurant offered Filipino-style roasted meats with mix-and-match sides and desserts—quality, fast, and customizable.
Our challenge: transform it from a traditional dine-in setup into a modern Filipino fast-casual brand that would appeal to young professionals hustling through Glorietta Mall, Makati’s
commercial heart.
As the creative director, I led the brand development, visual identity, and creative execution—from logo to signage, menus, photography, and digital campaigns—turning Sari into a vibrant, modern experience that mirrored the rhythm of city life.
Insights & Strategy: “Fast, Fresh, and Unapologetically Filipino”
Research showed a clear gap in Makati’s food scene: plenty of quick bites, plenty of global chains, but very few modern, design-forward Filipino concepts.
Field observation and competitor analysis led to four core insights:
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Audience: Young professionals (22–35) craving quick, reliable comfort food.
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Behavior: They choose with their eyes, a strong visual identity builds instant trust.
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Culture: They love “lutong bahay” flavors, but in a cleaner, wittier, more modern package.
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Opportunity: Claim “The Modern Filipino Rotisserie” space. Fast, fresh, familiar, but elevated.
The Big Idea: “Serving Fast, Fresh, and Healthy Food for the Fast-Paced Filipino.”
The strategy fused Filipino warmth with contemporary design: bold type, clean layouts, and playful copy, building a brand that felt comforting, clever, and irresistibly shareable. The next layer of the case study can zoom in on execution across touchpoints.
Behind the scenes: Food photography of Sari's new rice bowls.
Store-front sketch of signages and displays.
Execution: “From Signage to Sarap”
We handled the full creative rollout—from brand identity and visual language to store materials and digital touchpoints.
Deliverables included:
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Brand logo, typography, and color system
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Packaging and menu design
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Food photography and styling direction
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Store signage, lightboxes, and wayfinding graphics
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Social media design and launch assets
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Mall event materials and promo visuals
During construction, we collaborated with the interior design team and Glorietta Mall marketing to ensure coherence between space, signage, and storytelling. Every design touchpoint—whether a poster or a packaging label—was guided by the idea of making the experience both fun and fast.
Results: “A Soft Launch with Strong Traction”
Sari’s soft launch in January 2020 quickly drew positive attention. Customers appreciated the humor and visual energy of the brand, while the refreshed identity sparked curiosity and engagement both in-store and online.
From January to March 2020, the restaurant built steady traction and word-of-mouth among office workers and mall-goers. The lockdowns that followed inevitably halted operations, but the project’s creative direction continued to influence how local F&B brands approached modern Filipino design thereafter. Our team's collective efforts left a strong impact and allowed us to continue working with our clients from Sari Modern Rotisserie despite the pandemic. We've continued to launch and develop brands with them since then.
