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Neon signage and billboard design for Filipino beer brand San Miguel Brewery displayed along EDSA
San Miguel Light
Mahaba habang inuman, matagal tagal na usapan

With 20 years in their name, and holiday festivities just around the corner, it was the perfect time to share what San Miguel has always been synonymous with — celebrations.

WHAT WE DID
Campaign Strategy
Billboard Design
Environment Design

 

PROJECT TEAM
Creative Direction: Deane Miguel & Selina De Guzman
Lead Design: Lazir Caluya

Graphic design for Filipino beer brand San Miguel for the holiday season

We designed San Miguel Light’s billboard, found along the stretch of EDSA, where hundreds of Filipino pass by everyday, with the question of what does it mean to celebrate?

A styled photo of bottles of San Miguel Light, a can of Pale Pilsen, and a glass of beer

THE CHALLENGE


Filipinos love celebrating, even the smallest things. When celebrations are so frequent, how do you make them more special and memorable?

Photos of cars and traffic in EDSA and a hand grabbing a bottle of San Miguel Light beer

THE SOLUTION


Designed to be enjoyed any time of the day, the billboard was designed to be effectively seen in the morning and at night. Placed in a major thoroughfare in the metro that’s notorious for standstill traffic, we asked ourselves: what would lighten up the stress caused by traffic? We wanted to create a simple representation of what they would come home to and what they could look forward to: celebrations, no matter how big or small.

Neon signage and billboard design for Filipino beer brand San Miguel Brewery displayed along EDSA
Inspired by the time of unadulterated celebration and landmarks of urban living; we took cues from the elegance and symmetry of art deco design elements and the neon signages of major cities such as Hong Kong, Tokyo, and Las Vegas.
Neon signage design for Filipino beer brand San Miguel Brewery
Neon signage and billboard design for Filipino beer brand San Miguel Brewery displayed along EDSA
In the morning, it depicts the iconic San Miguel Light bottle. It was designed to be easy on the eyes in the morning, as sunlight illuminates the billboard. But at night, it reveals holiday iconography, lighting up the night of hundreds and hundreds of commuters every day.
Neon signage design for Filipino beer brand San Miguel Brewery
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