Reseta Pharmacy, a new healthcare center founded by three Philippine beauty queens, opened its doors last August 2 in Malolos, Bulacan. Design For Tomorrow, an Ortigas-based premier creative consultancy, was responsible for crafting the wellness center’s masstige branding.
Photo: Reseta Pharmacy
Longtime friends Dr. KC Halili (2014 Miss Manila), Justine Felizarta (2024 Century Tuna Superbods Grand Winner, 2022 Miss World Philippines), and Angelia Ong (2015 Miss Earth) spent many years organizing relief efforts for Filipinos during times of calamity. During the COVID-19 pandemic, the “Pharmacy Queens” were inspired to centralize all their efforts into an integrated healthcare shop.
Reseta is more than a simple pharmacy. Beyond affordable generic and branded medicine, the space offers a beauty laboratory, convenience store goods, baby care, and much more for all those who come in. They also aim to open up wellness programs and educational sessions that would benefit the community. All in all, the Reseta team believes in offering more than a quick relief. It operates on the all-encompassing “ginhawa,” a commitment to the well-being of all Filipinos.
Last month’s celebratory opening of the pioneer branch in Malolos, Bulacan included a Ginhawa Medical Mission, emphasizing the community-oriented heart that is core to the Reseta brand.
The store’s brand identity was created by creative consultancy Design For Tomorrow under close collaboration with Angelia, Justine, and KC. Reseta’s premium branding aims to bridge the gap between the sophistication of long-standing pharmaceutical franchises and the approachability of neighborhood stores. This is one of their latest projects under the banner of Democratizing Design – bringing premium branding to the mass market and elevating Filipino businesses in the process.
For the past 13 years, Design For Tomorrow’s signature style has been marked by timeless and sophisticated branding underpinned by its philosophy of “Vision Articulation®.” Recently completed projects include Mendrez, a rebranding of the heritage shoe and bag brand, and an up-and-coming bakery, Cocopan. They have also established prominence in Placemaking, or the delicate art of crafting spaces into living narratives.
Among its portfolio of luxury brands are property developments including Eluria (Arthaland), The Observatory (FNG / Federal Land + Nomura Real Estate), and Velaris Residences (RHK / Robinsons Land + Hong Kong Land).
