Plus63

Panaderya 2.0: The Rise of Pot

For Panaderya 2.0, we tried something different because it had room to grow. Inside Brgy. Toyo, Panaderya has always been the “wild child”, so leaning into that attitude felt natural. While most Brgy. Toyo brands stay modern, minimal, and refined, Panaderya can move in the opposite direction with confidence.

The illustration style follows that shift. We are moving away from flour sack references toward Filipino visual culture. Think Filipino Komiks, small press work, underground indie komiks, teks, and the raw, printed texture of local publications.

Meet Pot. Pot is shaped by Manila itself. The air that fed its starter, the heat, the hands, the sweat of the bakers. A collective effort that somehow produced one with a bit of fire in it.

Pot appears on the new BORN & BREAD IN MANILA 2017 shirt, which the studio designed, illustrated, and produced. The same direction carries through the announcement post for BREADY TO RAMBOL featuring Ijo Bakery, Rebel, Scratch, and By Sonja.

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Plus63:

Artwalk by Ayala Land

When Ayala Land approached the studio before the holiday break, the brief was to develop the identity, wayfinding, and overall experience for the Artwalk component of Art Fair Philippines. Artwalk is a curated walking route through Makati that highlights public installations, murals, and exhibits mounted for 10 Days of Art. Designed to be experienced by the public in public spaces, it transforms parts of the CBD into an open‑air gallery, inviting people to encounter art on foot.

The intent was to give Artwalk its own identity, distinct from Art Fair Philippines, allowing the brand to stand independently with its own personality and future programming. The identity needed to feel slightly whimsical without tipping into overt playfulness. A custom typeface became central to achieving this balance.

The Artwalk wordmark is a bespoke typeface designed by Aaron Amar. It takes a subtle approach to the act of walking, with letterforms that reference movement in a clever way. One of the “A”s was designed as a “walking A,” which became a key visual device across the identity system. The glyphs themselves reveal small “joints,” reinforcing the idea of motion and articulation. Together, these details give the typeface enough personality, resulting in a mark that is bold, approachable while reinforcing the spirit of exploration at the heart of Artwalk.

Beyond the core identity, the studio developed a flexible wayfinding system designed for installation across various Ayala Land properties. The system adapts easily to different spatial contexts while maintaining cohesion throughout the various stops. A custom map was also created to guide visitors along the Artwalk. A graphic design system was developed for social media and other promotional materials, extending the identity and reflecting the personality of the new brand across different formats.

Production: Primex Printers / S+D and American Creative
Ayala Land Team: Paloma, Jeremy, Sharon, Alex
Photos: Roccio of Primex / S+D
Type Design: Aaron Amar
Plus63: Dan, Anton, Selina

Maya Black CC

After Plus63 worked on the Maya rebrand from PayMaya – developing the identity system with their in-house team and the Tuka typeface with Jo Malinis – we collaborated on a series of card products. It began with the (1) Maya Classic debit card, followed by the (2) Landers x Maya Cashback Credit Card, and eventually led to the (3) Maya Black Card, which stood out for its restrained, confident design.

After rounds of exploration and prototyping, the Black Card stood out for feeling premium without being flashy, designed as an object people can be proud to carry every day. Strong creative and marketing campaigns from the Maya team helped amplify the product.