The goal of this project was to successfully launch the Sariling Atin Tee Collection, an apparel line designed to bridge the gap between deep Filipino heritage and modern street fashion. The collection offered young adults and cultural enthusiasts a stylish, meaningful way to express their pride through wearable, statement pieces.
Context
There was a market demand for contemporary apparel that celebrated Filipino culture without resorting to cliché or outdated designs. The challenge was creating a collection of T-shirts that met three key considerations: incorporating meaningful symbolism, integrating the ancient Baybayin script, and maintaining a modern, appealing style suitable for everyday wear. The success hinged on balancing tradition with commercial fashion appeal.
Date Completed:
Jun 2021
Role:
Graphic Artist
Involvement:
Concept Development, Illustration, Layout Design, Apparel Mockup Production
Overview
The strategy was to build the collection around four core concepts, each representing a foundational Filipino trait or icon. I designed four unique illustrations, ensuring that each piece maintained a high level of artistic quality and a cohesive aesthetic. The crucial element was the skillful integration of the Baybayin script, used not only as text but as a unique visual element to honor tradition and add distinctiveness.
Challenge
The key challenge was achieving the required balance between cultural relevance and modern commercial appeal. It was imperative to design powerful, symbolic images (like the Philippine Eagle and Carabao) in a style that felt contemporary and fashionable, ensuring the pieces were perceived as cool and wearable statement pieces rather than historical costumes. Additionally, the complex details of the Baybayin script required careful implementation to ensure historical accuracy while retaining visual clarity on the fabric.
Solution
Four unique designs were executed, each driven by meaningful symbolism:
- Malaya (Free) – Featured a fierce Philippine Eagle and the 8-rayed sun in Philippine flag colors, symbolizing tenacity and resilience .
- Malakas (Strong) – Showcased a powerful carabao (water buffalo) rendered with intricate ethnic patterns, representing perseverance .
- Butanding (Whale Shark) – A playful design incorporating the whale shark and Baybayin text .
- Tara Na (Let's Go) – Utilized Baybayin characters in a summer-themed layout where the letters visually represented a beach, waves, and an umbrella . This creative methodology allowed the collection to offer varied options while maintaining a unifying design language.
Results
The Sariling Atin Collection was a definitive success, generating strong early sales and overwhelmingly positive customer feedback, particularly among the young adult target audience. The meaningful symbolism and the use of the Baybayin script successfully sparked interest and fostered a strong connection to Filipino history. This success demonstrated the power of combining cultural elements with a contemporary aesthetic to create commercially successful products and paved the way for future cultural collaboration projects.
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