Kubo

A food truck serving Filipino cuisine that builds a community of family no matter where it’s headed.

BRANDING

OBJECTIVE Although Filipino Americans are the second-largest population of Asian Americans in the States, there is a lack of representation of this in the food industry. Kubo is looking to change this by bringing Filipino cuisine to the forefront by bringing its delicacies and it’s love for community to people right in their neighborhood.

SOLUTION The name Kubo comes from bahay kubo (otherwise known as the nipa hut) which is indigenous to the Philippines. Elevated and made with organic material which include wood, bamboo, and leaves, these huts are iconic to the Filipino culture. With the need to communicate family, the name Kubo is chosen in which represents a home to be welcomed in. Because of this, the name Kubo is enclosed within a “roof” and “floor.” The name itself is like bamboo with it’s squared off edges like that of a nipa hut.