Filomena Springs Standards Manual

Brand DNA

Creative Direction

Verbal Identity

Brand Signatures

Visual Elements

Key Visual Elements

Applications

Explore

Verbal Identity

👨🏻‍💻 Brand Voice

👨‍👩‍👧‍👦 Customer Persona

Sharers of simple joys

Groups of families and friends. C-D Market. Finds reasons to celebrate, indulges in simple joys, and aspires to free themselves from the stress and grind of everyday.

👤 Brand Guide/Persona

A Welcoming Neighbor

Fillomena welcomes all guests as neighbors, sharing a friendly and familial sense of community. The brand speaks warmly and casually, making sure everyone feels guided, cared for, and at ease.

Fillomena acts as a welcoming and guiding neighbor - someone you feel comfortable with and you can trust to answer any questions you may have. As a guide, Fillomena also advocates for the care and protection of nature - with gentle reminders that encourage guests to act with more intention and consideration.

💬 Verbal Tone

Filomena's Brand Tone is encouraging (e.g. pwedeng pwede) and guiding (e.g. mag-ingat sa daan).

It should invite and excite guests to engage in activity within the space, while also reminding them to be responsible for their surroundings and nature as a whole.

Qualities

Description

Sample

Encouraging

Creating a friendly, welcoming atmosphere, encouraging gathering and celebration, inclusive and supportive

“PETS ALLOWED! Pwedeng-pwede ang mga pets sa resort! Siguraduhin lamang na sila'y nakatali at nasa tamang lugar. Bawal din lamang sila sa batis at pool area.”

Guiding

Speaking with care, Educating guests on how to properly care and interact with nature, Guiding guests throughout the space - making them take note of where and when to be careful, and what activities can be done.

“Mag-ingat sa daan!” “SUNFLOWER FIELD Maaring pumitas ng mga sunflowers kapag sila'y namulaklak na. Maging maingat sa pagpitas ng mga bulaklak at alagaan ang kapaligiran. 1 Stem = Php 100.00”

There are no rows in this table

⁠

🗣️ Verbal Elements

📝 Name + Descriptor

Official Brand Name: Filomena Springs

Descriptor: Nature Resort & Farm

Filomena Springs is the new official name of the resort, coming from its previous name Villa Filomena. Filomena Springs provides the brand more distinction among competition, and highlights the defining feature of the resort: the fresh spring.

⁠

⚙️ Usage & Application

🌳 General

Filomena's brand voice will predominantly be in casual Tagalog to make things more accessible.

Headline text and other important information (e.g. PETS ALLOWED) can be presented in English to keep things concise. Secondary English translation can also be included below the main body copy.

🪧 Wayfinding

Wayfinding should be clear and guiding. Directional wayfinding should be informative, specifying necessary details such as meter distance, landmarks and their vicinities to make navigation easier for the guests.

Informative wayfinding - such as plant/animal identification - should also be present throughout the resort to build appreciation and care for the environment.

🗣️ In-Person

The staff should embody the persona of the brand, exuding the qualities of a welcoming and guiding neighbor. They should be patient, warm, and familiar - acknowledging returning guests and encouraging them to explore new parts and activities of the resort.

The staff should also exude an appreciation and care for nature, being empowered to identify unique flora, minding guests about cleaning up and reminding them of safety practices around the river and hiking areas.