Strategy – Edsa


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2019 – ongoing
brand identity, copywriting, content management
Edsa is a creative collaboration between Sai Villafuerte and Kat Fernando, circumnavigating the worlds of food and creativity. In a world grappling with the challenges brought on by cultural appropriation, what food can tell us about our lives and what our lives can tell us about the food we eat?

Edsa pokes fun at tropes of meme culture to mock the minimalist designs saturating branding culture today. Using stock imagery and slapstick puns, Edsa conjures the pithy sarcasm that is characteristic of Filipino humour, employing satire to communicate intellectual ideas.

The metaphor of traffic, for example, uses an absurd experience to illustrate the fluid and adaptable nature of culture in food as evoked in its tagline “The Path of Delicious Creativity.”The Edsa logotype uses the grotesque sans-serif IBM Plex Sans Bold as an update  on Highway Gothic, the typeface originally developed for the famous freeway signage in the United States.
This logotype pays homage to the road signage currently being used in the Philippines – the result of American colonisation between 1898 and 1946.

Edsa made its debut at Fungi Fest 2019 with a capsule collection of mushroom-inspired sweatshirts. I led content production and management (e.g. copywriting, web design, photography) and developed a brand strategy evoking the playful and humorous spirit of Edsa. The collection was also featured on NOLISOLI.PH.

In the longer term, Edsa is developing interdisciplinary projects including culinary experiences, public discussions and artistic production relating to modernity, the environment and Eurasian culture. 

Witty in its voice and playful on the eyes, Edsa evokes the path we all take to get from one place, or one idea, to another.

For more information, visit www.edsa.life.