Serving Pinoy favorites #TheUSOQway!
USOQ Atbp. aims to make the good ol’ stuff even better by giving classic Pinoy “Ihaw” favorites a twist through smoking instead of grilling.
Anchored on the brand message “Deserve Mo To.”, USOQ aims to position itself as a better alternative to the traditional grilled fare, offering a fuller, juicier flavor that’s never dry!
Agape created the brand strategy, naming, brand identity, and social media for USOQ Atbp.
Warm. Familiar. Nostalgic.
Simple and straightforward, the logo is a custom wordmark that instantly conveys flavor and smokiness, giving you a hint of what’s to come once you experience the dishes.
We extended this idea unto smoky patterns that are a part of USOQ’s visual language.
Evoking a warm and familiar vibe, USOQ’s color palette is comprised of warm shades of yellow, red and green and is complemented by fonts that have a bold and retro feel.
For the packaging, our prompt was: “Make it so nice, you don’t want to throw it away.”
Inspired by #TheUsoqWay, we created a mismatched box design that has every panel with a different color combination, elements and patterns.
In order to add a splash of nostalgia into the branding, we created illustrations depicting familiar childhood favorites from the 90’s-2000’s.
#DeserveMoTo!
Our goal was to establish USOQ as an elevated alternative to typical grilled dishes, focusing on its’ promise of a unique taste and better flavor.
By specifically crafting the messaging towards Filipino families and office workers, we positioned USOQ to be a go-to for salo-salos and for when you want to reward yourself with comfort food that’s better than the usual.
USOQ Atbp is located at The Cloudy Kitchen, Brixton St, Pasig and is available for delivery via Grab and Food Panda
Photography by Food MNL