La Veranda is a dining spot right in the heart of Intramuros, designed to bring people together through shared meals, cultural inspiration, and meaningful connections. Famous for its grilled chicken and friendly vibe, La Veranda strikes a balance between heritage and modernity, making it a place where students, young diners, and visitors can enjoy local flavors in a setting that feels both familiar and special.
Understanding the Need
The goal was to create a visual identity that shows what La Veranda stands for: more than just a restaurant, it’s a community hub rooted in Intramuros’ history.
Many competitors go for predictable visuals—generic food icons, fancy script fonts, or overly modern looks that don’t reflect culture. La Veranda needed something deeper and more symbolic—an identity that tells a story about heritage, connection, and gathering.
Crafting the Creative Direction
I drew inspiration from three key symbols, expressed through the logo:
Narra Tree — represents growth, cultural roots, and nurturing relationships.
Stone Wall — reflects Intramuros’ historic character, strength, and lasting heritage.
Arc — a welcoming shape, like a veranda, symbolizing rest, gathering, and community.
These elements together create an identity that balances tradition and modernity—rooted in place, yet approachable and forward-looking.
The color palette supports this balance:
Warm orange-red for vibrance, appetite, and cultural energy.
Deep green for heritage, grounding, and balance.
Soft blush neutrals for elegance, warmth, and approachability.
Typography is a modern sans-serif for clarity and youth appeal, with subtle touches to add sophistication.
The Challenge
Standing out was the main challenge. Many hospitality brands stick to clichés—food icons or ornate fonts. La Veranda needed an identity that’s memorable and meaningful, while flexible enough for menus, cups, shirts, notebooks, stickers, and digital campaigns.
It had to feel rooted in heritage without being old-fashioned, and modern without losing its cultural connection.
Finding the Solution
I created a layered logo system built around symbolism:
Primary Logo: Combines the narra tree, stone wall, and arc, showing La Veranda as a place where culture, heritage, and community meet.
Color Palette: Vibrant yet approachable tones that reflect food, gatherings, and heritage.
Typography: Clean and readable, appealing to younger audiences but still elegant.
Applications: Patterns, motifs, and graphics inspired by the arc and branching forms, applied across print, packaging, apparel, and digital.
The Design Process
Every decision was intentional:
Logo Elements: Narra tree for roots and growth, stone wall for Intramuros heritage, arc for warmth and community.
Colors: Chosen to feel vibrant and comfortable, balancing energy with tradition.
Typography: A versatile sans-serif that works across menus, merchandise, and signage.
Applications: Designed for staff shirts, notebooks, cups, stickers, and tissues—making the brand feel consistent and immersive.
The Results
The final identity positions La Veranda as:
Cultural and Historic — deeply tied to the spirit of Intramuros.
Warm and Welcoming — a hub for connection, celebration, and relaxation.
Modern and Versatile — works across digital, print, and lifestyle touchpoints.
With this identity, La Veranda is more than a restaurant—it’s a place where tradition meets modernity, and every visit feels like coming home.
