Retail & Lifestyle Branding: Boracay Central, The Place to Be
Retail meets nature at Boracay Central, where you can effortlessly connect to what matters most.
Boracay Central is a retail and lifestyle destination designed for locals and travellers to gather, dine, and explore. The opportunity was to craft a brand that balances Boracay’s laid-back island vibe with curated retail and dining options, creating a community hub that feels welcoming, natural, and distinctly different.
Set apart from the beachfront, Boracay Central required a strong identity to stand out as more than just another mall. The challenge was to highlight its role as a community anchor - a place where people can recharge, reconnect, and enjoy quality experiences with family and friends.
Tangible developed a brand position for the destination celebrating time with loved ones, quality retail and dining, and natural, culturally intentional design. From Boracay’s landscapes to inclusive messaging, Boracay Central aims to immerse and recharge, creating memorable, effortless spaces. Boracay Central, The Place to Be!
Marketing & Communications
For Boracay Central, a refreshed identity was created to complement Kaban’s integrated resort and entertainment offer. The handcrafted logo embodies authenticity and character, while the Amber Glade palette evokes warmth, nature, and a sense of connection. Guided by the values’ Spaces to Connect ‘, ‘Curated for Choice ‘, and’ Inspired by Nature’, Tangible revitalised the visual and verbal language, signalling a laid-back personality for the environment and positioning Boracay Central as the island’s natural hub for gathering, discovery, and everyday enjoyment.
People & Culture
People and culture at Boracay Central are expressed through a visual and verbal system that is relaxed and welcoming, reflecting our values of connection, curation, and inspiration from nature. By showcasing environments, consumers, and seasonal moments, the photography style highlights authentic interactions and cultural depth. Tangible ensured the brand feels approachable, community-driven, and human — celebrating the vibrant spirit of Boracay while creating a consistent and engaging experience for visitors, tenants, and staff.
Spaces & Places
Tangible extended the brand into spaces and places, creating environments that are intuitive, vibrant, and welcoming. We developed the name and festive identity for the Fiesta Food Hall, celebrating local culture and color, while a comprehensive system of signage and wayfinding was developed to ensure seamless navigation. These applications reflect the brand’s laid-back personality, making every touchpoint cohesive, culturally resonant, and easy for visitors to explore and enjoy.
