Client
KATAO
Industry
Product/Household
Katao is a young couple from the Philippines trying to solve a very real problem: The country has the highest rate of floods per year globally. And many are unprepared. Learning from other countries with a higher standard of disaster preparation like Japan, the emergency go bag includes many sanitary and safety tools.
I was entrusted with the initial logo and brand design, with the goal being to blend the disaster preparedness with the resilient spirit of the local people in an approachable modern way.
カタオはフィリピン出身の若いカップルによるプロジェクトで、洪水の多い同国の「備え不足」という現実的な課題に向き合っている。日本など防災先進国の知見を取り入れ、非常用ゴーバッグには衛生・安全のツールを多数収録。
自分は立ち上げ段階のロゴとブランドデザインを担当し、防災と地域の人々のレジリエンスを、親しみやすくモダンな形で融合させることを目指した。
‘Katao’ & Carabao
The only thing that was clear from the beginning was the brand name: Katao (‘for people’ in Tagalog). Despite facing regular natural disasters, the Filipino people remain resilient, iconically even laughing and smiling in the face of these challenges. To represent this resilient spirit there was no better fit than the Carabao - the water buffalo which was chosen as the national animal of the Philippines.
Indoor vs. Outdoor
The go bag needs to fill two separate roles:First of all it needs to be functional. The high-viz orange clearly indicates its use for emergency situations, paired with a reflective grey that is represented as a cold grey in the graphics, but serves as reflective material on the bag itself.
To contrast this, a dark leafy green serves as a secondary color, representing the calm owners of the go bag can have, knowing they are prepared for upcoming emergencies.
Calm vs. Playful
Using the three main colors, and shifting which one takes priority, we have a clear structure on how to create assets for both situations:
Indoors grey takes main stage, focusing on the person-first, with the bag in the background. Katao blends into the background but is always ready-to-go, without ruining the atmosphere in the home.Outdoors, orange takes priority, highlighting the bag itself. Flash-photography and action shots with movement show that the bag is functional and waterproof, while referencing the fun adn resilient spirit of the people facing these disasters frequently with a smile on their face.
Client
KATAO
Industry
Product/Household
Katao is a young couple from the Philippines trying to solve a very real problem: The country has the highest rate of floods per year globally. And many are unprepared. Learning from other countries with a higher standard of disaster preparation like Japan, the emergency go bag includes many sanitary and safety tools.
I was entrusted with the initial logo and brand design, with the goal being to blend the disaster preparedness with the resilient spirit of the local people in an approachable modern way.
カタオはフィリピン出身の若いカップルによるプロジェクトで、洪水の多い同国の「備え不足」という現実的な課題に向き合っている。日本など防災先進国の知見を取り入れ、非常用ゴーバッグには衛生・安全のツールを多数収録。
自分は立ち上げ段階のロゴとブランドデザインを担当し、防災と地域の人々のレジリエンスを、親しみやすくモダンな形で融合させることを目指した。
‘Katao’ & Carabao
The only thing that was clear from the beginning was the brand name: Katao (‘for people’ in Tagalog). Despite facing regular natural disasters, the Filipino people remain resilient, iconically even laughing and smiling in the face of these challenges. To represent this resilient spirit there was no better fit than the Carabao - the water buffalo which was chosen as the national animal of the Philippines.
Indoor vs. Outdoor
The go bag needs to fill two separate roles:First of all it needs to be functional. The high-viz orange clearly indicates its use for emergency situations, paired with a reflective grey that is represented as a cold grey in the graphics, but serves as reflective material on the bag itself.
To contrast this, a dark leafy green serves as a secondary color, representing the calm owners of the go bag can have, knowing they are prepared for upcoming emergencies.
Calm vs. Playful
Using the three main colors, and shifting which one takes priority, we have a clear structure on how to create assets for both situations:
Indoors grey takes main stage, focusing on the person-first, with the bag in the background. Katao blends into the background but is always ready-to-go, without ruining the atmosphere in the home.Outdoors, orange takes priority, highlighting the bag itself. Flash-photography and action shots with movement show that the bag is functional and waterproof, while referencing the fun adn resilient spirit of the people facing these disasters frequently with a smile on their face.
Client
KATAO
Industry
Product/Household
Katao is a young couple from the Philippines trying to solve a very real problem: The country has the highest rate of floods per year globally. And many are unprepared. Learning from other countries with a higher standard of disaster preparation like Japan, the emergency go bag includes many sanitary and safety tools.
I was entrusted with the initial logo and brand design, with the goal being to blend the disaster preparedness with the resilient spirit of the local people in an approachable modern way.
カタオはフィリピン出身の若いカップルによるプロジェクトで、洪水の多い同国の「備え不足」という現実的な課題に向き合っている。日本など防災先進国の知見を取り入れ、非常用ゴーバッグには衛生・安全のツールを多数収録。
自分は立ち上げ段階のロゴとブランドデザインを担当し、防災と地域の人々のレジリエンスを、親しみやすくモダンな形で融合させることを目指した。
‘Katao’ & Carabao
The only thing that was clear from the beginning was the brand name: Katao (‘for people’ in Tagalog). Despite facing regular natural disasters, the Filipino people remain resilient, iconically even laughing and smiling in the face of these challenges. To represent this resilient spirit there was no better fit than the Carabao - the water buffalo which was chosen as the national animal of the Philippines.
Indoor vs. Outdoor
The go bag needs to fill two separate roles:First of all it needs to be functional. The high-viz orange clearly indicates its use for emergency situations, paired with a reflective grey that is represented as a cold grey in the graphics, but serves as reflective material on the bag itself.
To contrast this, a dark leafy green serves as a secondary color, representing the calm owners of the go bag can have, knowing they are prepared for upcoming emergencies.
Calm vs. Playful
Using the three main colors, and shifting which one takes priority, we have a clear structure on how to create assets for both situations:
Indoors grey takes main stage, focusing on the person-first, with the bag in the background. Katao blends into the background but is always ready-to-go, without ruining the atmosphere in the home.Outdoors, orange takes priority, highlighting the bag itself. Flash-photography and action shots with movement show that the bag is functional and waterproof, while referencing the fun adn resilient spirit of the people facing these disasters frequently with a smile on their face.