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DLSU Arts Congress Conference Proceedings

Abstract

This study explored Filipino cultural values reflected in the visual identity of carinderias and examined their sociocultural and psychological significance within Filipino society. Known for serving lutong bahay (home-cooked meals), carinderias have long been embedded in Filipino culture, embodying values such as bayanihan (community spirit), kapwa (shared identity), and resilience while fostering community connections through food. Grounded in the framework of Pantayong Pananaw, the study investigated how these cultural and psychological values shape the identity and perception of carinderias. Focusing on selected small carinderias in Cavite, the research analyzed their cultural relevance, visual identity, and sociopsychological dimensions. Findings revealed that carinderias function not only as food establishments but also as cultural spaces where Filipino traditions, social interactions, and collective values are expressed. The study further highlighted the role of visual design in preserving the cultural essence of carinderias amid increasing competition from multinational fast-food chains. As creative outputs, the study produced a 10-minute documentary featuring insights from carinderia owners, patrons, artists, and cultural experts, as well as a digital visual guidebook presenting design recommendations, cultural elements, and key research findings. Drawing on concepts of the Filipino psyche, the study reimagined the carinderia as a vital cultural icon that bridges Filipino heritage and contemporary identity.

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