JMK Miranda Refrigeration Brand Identity

Established in 1935, JMK Miranda Refrigeration is the pioneer in the refrigeration manufacturing industry in the Philippines. Other than refrigeration machines, their products and services extend to the whole kitchen experience and include prep tables, cooling racks, shelving units, and more.

JMK stands for the first names of the current generation of the company leadership. They wanted to pursue a fresh visual identity that will bring them up to speed in contemporary times while still conveying the credibility and trustworthiness they’ve built after decades of serving in the trade.

To cater to the rise of small independent businesses and home industries, part of the objective was to communicate direct to the consumer as opposed to just their B2B clients. The idea is to position themselves as a partner for the small businessman’s growth.

The primary mark is a ‘JMK’ monogram whose form was drawn from that of refrigeration coils. The tail end is glowing, as if ‘heating up’, to convey innovation and trailblazing a path.