Greenbelt
2025
BRANDING
BRAND IDENTITY
Benjamin Abesamis
Petra Gana
Jayrene Cruz
Tim Lopez
Mark Andres
Jo Malinis
Known for its unique blend of nature, art, and luxury retail, Greenbelt has been a defining lifestyle destination in Makati. As Ayala Malls continues to evolve, it recognized an opportunity to reestablish Greenbelt as its premier cultural and luxury flagship—one that continues to pioneer retail by seamlessly integrating nature, culture, and design into a distinctly Filipino experience. The rebrand aimed to strengthen this identity and reimagine Greenbelt as a cultural oasis for the modern city.
How might we activate Greenbelt as a luxurious experience of nature and culture?
For the rebrand, we looked to Greenbelt’s original wordmark, drawing inspiration from the elegant curves of the “E” crossbars.
Logo
Greenbelt was reimagined as The Heart of Culture—an oasis of natural luxury and a wellspring of art and culture. With its unique integration of gardens, museum, chapel, public art, and luxury retail, Greenbelt serves as a cultural sanctuary within the city. The visual language reflects this through a system that is organic, refined, and art-forward.
The Heart of Culture
The structure of the Greenbelt word mark is derived from the Ayala malls type. To differentiate the mark we widened the spacing between the letters and adjusted the contrast to give it a more modern look.
The Monogram is a secondary logo of Glorietta which conveys luxury & style.
Graphic Elements & Illustrations
Inspired by Arturo Luz’s natural, geometric sculptures (found within the mall), and the soft curves of the garden foliage, Greenbelt’s graphic elements take on organic forms that serve as containers for imagery and signage. These forms interact and stack against each other, mimicking both nature and art.
The color palette is likewise nature-inspired, drawing from the earth through deeper tones derived from stone, lush foliage, and soil.
For this system, the palette is limited to five exclusive colors, reflecting the brand’s subtle and understated elegance.
Greenbelt interprets the Ayala Mall’s illustration style with a more painterly, abstract feel.
The illustration style features brush strokes, sharper angles, and more textures to convey an elevated sense of craftsmanship.
