Ang Dila Snack Bar

Sharleen Ramos Associate RGD

Vancouver, British Columbia, Canada

Ang Dila, meaning “the tongue” in Tagalog, reframes Filipino offal-forward bites as a concept snack bar. The project responds to the limited visibility of Filipino cuisine by presenting unfamiliar dishes with pride and cultural warmth. Built around the idea that Filipino food is often underestimated but led by pride, the concept uses condiments of Filipino food culture as a gateway to braving the bite. From “squeeze calamansi” to “scoop bagoong,” small rituals guide first-time diners through unfamiliar bites. 

The visual system draws from the details of the Narra chair, a warm symbol of Filipino welcome. Its textures and carvings inform the pattern language, illustration frames and bespoke logo, paired with playful, offal-led characters. Warm tones, ube-purple accents, hand-drawn graphics and sophisticated type keep the system playful yet refined. Motion brings the identity to life through sequence, rhythm and reveal, moving from the Narra chair into illustrations, ritual prompts and restaurant touchpoints with restrained movement and staggered transitions timed to a percussive track. The result keeps the rituals clear, encouraging brave bites through simple, memorable cues rooted in a shared food culture.

Credits

Creative Direction, Design, Illustration & Motion Design: Sharleen Ramos Associate RGD