Balay Sang Amô brings to life the concept of a House of the Monkeys, blending playful character with artisanal warmth. The brand needed a visual identity that could capture its friendly, approachable personality while remaining cohesive across different touchpoints. The previous look lacked character, cohesion, and a clear connection between the mascot, typography, and supporting assets. The redesign elevates the brand by refining the monkey mascot, introducing fluid typography, and creating supporting illustrations that reflect movement, playfulness, and charm.
Project Goal
To create a cohesive brand identity that reflects the playful, artisanal spirit of Balay Sang Amô. The goal was to ensure the mascot, typography, and supporting assets felt connected, expressive, and versatile across packaging, illustrations, and digital platforms. The new identity had to balance fun and friendliness with clarity and professionalism.
Creative Direction
The direction focused on emphasizing character and flow throughout the visual system. The monkey mascot was refined to feel lively and dynamic, while the typography mirrored the playful curves of the tail, connecting the type to the logomark. Supporting illustrations introduced movement and variety, giving the brand energy and flexibility. The color palette and shapes were designed to complement the warmth and personality of the brand, creating a cohesive, engaging experience.
Challenges
Bringing life and personality to the monkey mascot while keeping it versatile across applications.
Connecting the typography and logomark so the brand felt cohesive.
Ensuring supporting illustrations enhanced the brand without overcrowding the design.
Balancing playfulness and approachability with a polished, professional look.
Solution / Design Strategy
Brand Mark & Logo
The monkey mascot was refined with elongated limbs and a flowing, expressive tail, creating a sense of movement and personality. The house outline was thickened to provide stability and frame the character, making the logo visually grounded and memorable.
Typography
The script mirrors the fluidity of the monkey’s tail, with smooth curves and balanced spacing. Supporting text was simplified and integrated subtly to reinforce the artisanal, friendly tone without overpowering the main logomark.
Color Palette
Warm, approachable tones complement the playful character of the brand while maintaining versatility across packaging, illustrations, and digital use.
Visual Motifs & Layout
Supporting illustrations of monkeys in different poses extend the mascot’s personality across various applications. Curved shapes, dynamic layouts, and thoughtful spacing reinforce movement, playfulness, and cohesion in the overall system.
Resulting Positioning
Balay Sang Amô is positioned as:
Playful and Approachable — a brand that feels lively, friendly, and welcoming.
Cohesive and Expressive — where typography, mascot, and illustrations work together seamlessly.
Memorable and Artisanal — a visual identity that communicates care, craft, and character across all touchpoints.
