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CIA Bootleg Manila

CIA Bootleg Manila is a customer-centered and creativity-based firm that helps its clients innovate

CIA Bootleg Manila (CBM) is a customer-centered and creativity-based firm that helps organizations innovate. Our team - composed of human scientists, artists, designers, academes, marketers and entrepreneurs - creates customized strategy and research interventions that produce groundbreaking insights and solutions. We also design and deliver workshops on creativity, innovation and brand. CIA Bootleg Manila was formed when Bootleg Innovation Design, a brand and creative strategizing firm in the Philippines partnered with Creative Intelligence Associates (CIA), Tokyo’s oldest and most successful brand consultancy firm. CBM has worked with a variety of clients from diverse industries in the Philippines and Japan. We have helped organizations of differing sizes and situations, helping them understand their customers and markets better, generating better corporate & brand strategies, designing products & services and delivering education and training interventions.

31/08/2026

☁️ 𝗢𝗻𝗲 𝘆𝗲𝗮𝗿 𝗼𝗳 𝗙𝗹𝘂𝗳𝗳 𝗮𝘁 𝗦𝗠 𝗖𝗶𝘁𝘆 𝗗𝗮𝘃𝗮𝗼

A brand is not finished when the strategy is approved. It is finished when someone can walk into it.

Bread Shack began as a small store in Davao. In 2023 we renamed it Fluff after its best-selling product, gave it a new DNA and the tagline Life Made Light. Brandyard, our design partner, then created the visual identity.

Last August, the Fluff flagship opened at SM City Davao, one of the city's biggest malls. This month it turned one.

A store is where brand and design work either becomes real or stays an idea. Walk in and it is real. Ribbed pale-wood canopies fold overhead like dough rising. The shelves step down so every loaf is presented rather than stacked. Cream on bone on blond wood, with almost no shadow anywhere, so the room itself feels weightless. The only strong color in the space is the blue of the logo. And there are benches and small tables, because a bakery people sit in is a bakery people come back to.

They do. One year in, the store holds a perfect 5.0 on Google across 59 reviews.

Congratulations to the whole Fluff team!

If you are in Davao, it is worth the detour. Second level, SM City Davao.

20/08/2026

✨ 𝗦𝗽𝗮𝗿𝗸 𝗼𝗽𝗲𝗻𝘀 𝗶𝗻 𝗦𝗠 𝗭𝗮𝗺𝗯𝗼𝗮𝗻𝗴𝗮

Most brands tell a woman that worth is something to strive for.
Spark starts from the opposite: she already has it, and the jewelry is there to honor it.

In 2021 we helped Sophia Jewellery, a retailer across Mindanao and the Visayas since 1993, become a fine jewelry brand with the Brand DNA, Honor Your Story.

We created six sub-brands for it, one for each kind of woman's story, and named them so their first letters spelled the brand: Spark, One, Pinay, Hija, Imprints, Affirmations.

Spark was the S.

Sophia ran it as a product line for four years and it built its own following. In 2025 they asked for our help to make it a brand that could stand alone.

The DNA we created:
Sparking your inner joy, confidence and self-worth, every day.

We then took Spark from strategy to storefront: brand identity, product range, marketing, in-store experience. Our friends at Brandyard designed the visual identity, in warm beige, deep charcoal and a muted olive rather than the palettes the category defaults to. Then Leo Almeria Design Studio translated the visuals into the store design.

The first Spark store has now opened at SM Zamboanga, proudly nestled among international brands.

If one of your product lines has quietly built its own customers, it may already be a brand.

18/08/2026

🚀 𝗥𝗜𝗦𝗘: 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗥𝗚𝗖𝗜'𝘀 𝗻𝗲𝘅𝘁 𝗰𝗵𝗮𝗽𝘁𝗲𝗿, 𝗼𝗻𝗲 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗮𝘁 𝗮 𝘁𝗶𝗺𝗲.

Most strategic plans are written inside a conference room. We think that's the problem.

RISE (RGCI Integrated Strategy for Excellence) is our five-month strategic planning program with the Raquel Group of Companies. Its flagship brand, Raquel Pawnshop, is a family business that started in Lucena City in 1986 and now runs over 150 branches nationwide, offering pawning, money remittances, bills payment, and other financial services.

Their founder and chairperson, Ms. Kletchie Rafa, wanted more than a plan. She wanted her people to be able to build the strategies themselves, and in the process elevate their competencies.

So, with our guidance, the RGCI team will be the ones doing the research. Across 13 departments, their own managers will analyze their industry, markets, stakeholders, and competitors. They will perform psychological interviews on external and internal customers, conduct ethnographic observations in their branches and their competitors', and immerse themselves in their internal operations.

Thank you, Ms. Kletchie Rafa and the whole RGCI team, for taking the longer road with us.

If you're planning your strategy this year, get your team out of the office first. It's the least comfortable part of the process, and the part that changes everything.

Time to RISE. 🚀

04/08/2026

💊 𝗦𝗽𝗮𝗿𝗸𝗶𝗻𝗴 𝘁𝗵𝗲 𝗻𝗲𝘅𝘁 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻 𝗼𝗳 𝗰𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗵𝗲𝗮𝗹𝘁𝗵 𝗶𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻.

We recently had the privilege of facilitating 𝗮 𝗡𝗲𝘄 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 𝗪𝗼𝗿𝗸𝘀𝗵𝗼𝗽 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗖𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗛𝗲𝗮𝗹𝘁𝗵 𝗚𝗿𝗼𝘂𝗽 𝗼𝗳 𝗔. 𝗠𝗲𝗻𝗮𝗿𝗶𝗻𝗶 𝗣𝗵𝗶𝗹𝗶𝗽𝗽𝗶𝗻𝗲𝘀, 𝗽𝗮𝗿𝘁 𝗼𝗳 𝘁𝗵𝗲 𝗠𝗲𝗻𝗮𝗿𝗶𝗻𝗶 𝗚𝗿𝗼𝘂𝗽, 𝗼𝗻𝗲 𝗼𝗳 𝗜𝘁𝗮𝗹𝘆'𝘀 𝗹𝗮𝗿𝗴𝗲𝘀𝘁 𝗽𝗵𝗮𝗿𝗺𝗮𝗰𝗲𝘂𝘁𝗶𝗰𝗮𝗹 𝗮𝗻𝗱 𝗱𝗶𝗮𝗴𝗻𝗼𝘀𝘁𝗶𝗰𝘀 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀.

Founded in 1886, Menarini has spent well over a century advancing healthcare through science, research, and innovation. In the Philippines, its trusted brands include Sinupret®, Kamillosan M®, and many others.

Notably, this was the first innovation workshop of its kind conducted for Menarini Asia Pacific, bringing together a cross-functional team to explore opportunities across three key growth categories.

One thing that stood out throughout the day was the team's 𝘄𝗶𝗹𝗹𝗶𝗻𝗴𝗻𝗲𝘀𝘀 𝘁𝗼 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲 𝗰𝗼𝗻𝘃𝗲𝗻𝘁𝗶𝗼𝗻𝘀 𝗮𝗻𝗱 𝗽𝘂𝗿𝘀𝘂𝗲 𝗯𝗼𝗹𝗱 𝗶𝗱𝗲𝗮𝘀, 𝗱𝗲𝘀𝗽𝗶𝘁𝗲 𝗼𝗽𝗲𝗿𝗮𝘁𝗶𝗻𝗴 𝗶𝗻 𝗼𝗻𝗲 𝗼𝗳 𝘁𝗵𝗲 𝘄𝗼𝗿𝗹𝗱'𝘀 𝗺𝗼𝘀𝘁 𝗵𝗶𝗴𝗵𝗹𝘆 𝗿𝗲𝗴𝘂𝗹𝗮𝘁𝗲𝗱 𝗶𝗻𝗱𝘂𝘀𝘁𝗿𝗶𝗲𝘀.

It also turned out to be one of the most enjoyable workshops we've facilitated in recent years. The Menarini team brought an exceptional combination of sharp thinking, creativity, and infectious energy that made every discussion, exercise, and presentation a pleasure.

31/07/2026

🎥 𝗕𝗲𝗵𝗶𝗻𝗱 𝗲𝘃𝗲𝗿𝘆 𝗴𝗿𝗲𝗮𝘁 𝗯𝗿𝗮𝗻𝗱 𝗮𝗿𝗲 𝗽𝗲𝗼𝗽𝗹𝗲 𝘄𝗵𝗼 𝗯𝗲𝗹𝗶𝗲𝘃𝗲 𝗶𝗻 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴.

At Bootleg, we believe the most enduring brands are not built by marketing alone.

They are shaped by people, the values they protect, the standards they refuse to compromise, and the philosophies they pass from one generation to the next.

𝗢𝘂𝗿 𝗹𝗮𝘁𝗲𝘀𝘁 𝗯𝗿𝗮𝗻𝗱 𝗳𝗶𝗹𝗺 𝗳𝗼𝗿 𝗠𝗢𝗡𝗢 𝗟𝗶𝗳𝗲+𝗦𝘁𝘆𝗹𝗲 𝗵𝗼𝗻𝗼𝗿𝘀 𝗙𝗿𝗮𝗻𝗰𝗲𝘀𝗰𝗼 𝗗𝗲 𝗣𝗶𝗲𝘁𝗿𝗶 𝗮𝗻𝗱 𝗵𝗶𝘀 𝗽𝗮𝗿𝗲𝗻𝘁𝘀, 𝗙𝗿𝗮𝗻𝗰𝗼 𝗮𝗻𝗱 𝗗𝗼𝗻𝗮𝘁𝗲𝗹𝗹𝗮, 𝘁𝗵𝗲 𝗳𝗮𝗺𝗶𝗹𝘆 𝗯𝗲𝗵𝗶𝗻𝗱 𝗔𝗰𝗲𝘁𝗮𝗶𝗮 𝗟𝗮 𝗕𝗼𝗻𝗶𝘀𝘀𝗶𝗺𝗮, 𝘄𝗵𝗼𝘀𝗲 𝗿𝗼𝗼𝘁𝘀 𝗶𝗻 𝗯𝗮𝗹𝘀𝗮𝗺𝗶𝗰 𝘃𝗶𝗻𝗲𝗴𝗮𝗿-𝗺𝗮𝗸𝗶𝗻𝗴 𝗱𝗮𝘁𝗲 𝗯𝗮𝗰𝗸 𝘁𝗼 𝟭𝟴𝟵𝟬.

Acetaia La Bonissima also recently became the 𝗳𝗶𝗿𝘀𝘁 𝗯𝗮𝗹𝘀𝗮𝗺𝗶𝗰 𝗳𝗮𝗰𝘁𝗼𝗿𝘆 𝘁𝗼 𝗰𝗿𝗲𝗮𝘁𝗲 𝗮 𝗥𝗶𝘀𝗲𝗿𝘃𝗮 𝗜𝗚𝗣, 𝗲𝘀𝘁𝗮𝗯𝗹𝗶𝘀𝗵𝗶𝗻𝗴 𝗮 𝗻𝗲𝘄 𝗾𝘂𝗮𝗹𝗶𝘁𝘆 𝘁𝗵𝗮𝘁 𝗿𝗲𝗾𝘂𝗶𝗿𝗲𝘀 𝗮𝘁 𝗹𝗲𝗮𝘀𝘁 𝗳𝗶𝘃𝗲 𝘆𝗲𝗮𝗿𝘀 𝗼𝗳 𝗮𝗴𝗲𝗶𝗻𝗴. Because for the De Pietri family, producing something superior means giving it the one thing that cannot be hurried: time and care.

But perhaps the clearest expression of their philosophy comes from Francesco himself:

“𝗪𝗲 𝗮𝗿𝗲 𝗮 𝗳𝗮𝗺𝗶𝗹𝘆 𝗯𝗲𝗳𝗼𝗿𝗲 𝗮 𝗰𝗼𝗺𝗽𝗮𝗻𝘆.”

At Bootleg, we believe great brand stories begin by uncovering the people, principles, and purpose behind the product.

This film is our tribute to a family that has transformed heritage into innovation, and time into enduring quality.

Learn more at .curates and www.mono.ph

22/07/2026

𝗕𝗼𝗼𝘁𝗹𝗲𝗴 𝗿𝗲𝘁𝘂𝗿𝗻𝘀 𝘁𝗼 𝗕𝗶𝗰𝗼𝗹.

We recently returned to Bicol to present Milestone 1: External Analysis, the first major deliverable in 𝗼𝘂𝗿 𝗼𝗻𝗴𝗼𝗶𝗻𝗴 𝗕𝗿𝗮𝗻𝗱 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 & 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝗣𝗿𝗼𝗷𝗲𝗰𝘁 𝗳𝗼𝗿 𝗦𝗶𝘅 𝗜𝗻 𝗢𝗻𝗲 𝗖𝗼𝗿𝗽𝗼𝗿𝗮𝘁𝗶𝗼𝗻 (𝗦𝗜𝗢𝗖), 𝗳𝗼𝗰𝘂𝘀𝗲𝗱 𝗼𝗻 𝘁𝗵𝗲 𝗳𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗛𝗮𝗿𝗶𝗻𝗴 𝗠𝗮𝗻𝗼𝗸 𝗮𝗻𝗱 𝗠𝗲𝘅𝗶𝘁𝗮 𝗣𝗶𝘇𝘇𝗮.

SIOC is a 30-year-old Bicol-based company with businesses spanning 𝗱𝗿𝗲𝘀𝘀𝗲𝗱 𝗰𝗵𝗶𝗰𝗸𝗲𝗻, 𝗳𝗮𝗿𝗺 𝗺𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁, 𝗲𝗻𝗲𝗿𝗴𝘆 𝘀𝘂𝗽𝗽𝗹𝘆, 𝗺𝗲𝗮𝘁 𝗿𝗲𝘁𝗮𝗶𝗹, 𝗹𝗼𝗴𝗶𝘀𝘁𝗶𝗰𝘀, 𝗮𝗻𝗱 𝗳𝗼𝗼𝗱 𝘀𝗲𝗿𝘃𝗶𝗰𝗲, among others.

Our External Analysis examined the two brands through multiple lenses, including 𝗺𝗮𝗿𝗸𝗲𝘁 𝗱𝘆𝗻𝗮𝗺𝗶𝗰𝘀, 𝘁𝗵𝗲 𝗰𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝘃𝗲 𝗹𝗮𝗻𝗱𝘀𝗰𝗮𝗽𝗲, 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗯𝗲𝗵𝗮𝘃𝗶𝗼𝗿, 𝗮𝗻𝗱 𝘁𝗵𝗲 𝗯𝗿𝗼𝗮𝗱𝗲𝗿 𝗰𝘂𝗹𝘁𝘂𝗿𝗮𝗹 𝗮𝗻𝗱 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗲𝗻𝘃𝗶𝗿𝗼𝗻𝗺𝗲𝗻𝘁.

During the visit, the team also continued its field immersion by visiting Haring Manok and Mexita Pizza branches, touring SIOC's commissaries, and studying competing establishments across Bicol.

Thank you to SIOC's President, Jerome Lee, his children, and the entire leadership team for the trust and collaboration. We look forward to the next phase as we continue helping shape the future of these proudly Bicolano brands.

26/06/2026

𝗪𝗲’𝗿𝗲 𝟭𝟯!

Old enough to have built our own frameworks, transformed 100+ brands, written the books, and co-created labs from the inside out. Young enough to still be hungry for what’s next.

Swipe for 13 things about us. We’re just hitting our teens, and we’re just getting warmed up.

25/06/2026

🏀 𝗣𝗥𝗢𝗝𝗘𝗖𝗧 𝗡𝗘𝗫𝗧: 𝗔 𝗡𝗘𝗪 𝗦𝗘𝗔𝗦𝗢𝗡, 𝗔 𝗡𝗘𝗪 𝗖𝗛𝗔𝗣𝗧𝗘𝗥

Congratulations to San Beda University, the official host of the upcoming NCAA Season 102.

The CIA Bootleg Manila team was honored to attend the recent turnover ceremony, where hosting responsibilities were formally passed from Mapúa University to San Beda University.

Pictured are members of the Bootleg team together with key leaders from the NCAA, including:
• Atty. Jonas Cabochan (3rd from left), Season 102 Chairman and representative of San Beda University
• Dr. Melchor Divina (5th from left), Athletic Director of Mapúa University
• Paul Supan (6th from left), Athletic Director of Jose Rizal University

As part of Project NEXT, Bootleg continues to work alongside the NCAA as it explores its future direction, identity, and long-term growth.

Congratulations once again to San Beda University. We look forward to seeing what Season 102 brings, both on and off the court.

06/06/2026

🚀 𝗔𝗜 𝗜𝗦𝗡’𝗧 𝗝𝗨𝗦𝗧 𝗔 𝗧𝗢𝗢𝗟. 𝗜𝗧’𝗦 𝗔 𝗟𝗘𝗔𝗗𝗘𝗥𝗦𝗛𝗜𝗣 𝗖𝗔𝗣𝗔𝗕𝗜𝗟𝗜𝗧𝗬.

Most executives know AI matters. But knowing AI matters and knowing how to lead with it are two very different things.

Introducing 𝗚𝗘𝗡 𝗔𝗜 𝗙𝗢𝗥 𝗟𝗘𝗔𝗗𝗘𝗥𝗦, the newest course under 𝗧𝗛𝗘 𝗜𝗡𝗡𝗢𝗩𝗔𝗧𝗢𝗥𝗦 𝗔𝗖𝗔𝗗𝗘𝗠𝗬, the leadership and innovation platform of the Ateneo Business Resource Center, developed in collaboration with CIA Bootleg Manila.

This is a course about how leaders can use AI to:
⚡ Think more strategically
⚡ Solve problems more effectively
⚡ Generate better ideas
⚡ Make stronger decisions
⚡ Lead innovation within their organizations

Built around Bootleg's proprietary 3Ps Framework (Prepare, Prompt, Polish), participants will learn how to transform AI from a simple assistant into a true strategic co-pilot.

And because learning happens through doing, this is a hands-on, workshop-driven experience filled with real exercises, real business challenges, and real outputs you can immediately apply to your organization.

📅 July 4, 11, 18 & 25, 2026
🕑 2:00 PM - 6:00 PM
📍 Room SOM 402, Ateneo de Manila University (Katipunan, QC)

Learn more at www.ateneo.edu/innovators

Limited slots available. Register now: [email protected]

04/06/2026

🚀 𝗙𝗨𝗘𝗟𝗜𝗡𝗚 𝗜𝗡𝗡𝗢𝗩𝗔𝗧𝗜𝗢𝗡 𝗪𝗜𝗧𝗛 𝗬𝗣𝗢

Recently, CIA Bootleg Manila had the privilege of facilitating Fueling Innovation: Strategic AI Meets Brand DNA for the YPO Pearl SEA Regional Integrated Chapter.

YPO (Young Presidents' Organization) is a global leadership community of chief executives, entrepreneurs, and business leaders, with over 35,000 members across more than 150 countries. Its members collectively lead organizations employing millions of people worldwide.

Using Bootleg's Strategic AI frameworks, the participants were tasked with tackling a pressing business challenge from their own organizations.

The second half of the workshop shifted from short-term decisions to long-term direction. The YPO members began articulating their own Brand DNA by identifying their customers’ deepest needs using Bootleg’s 4 Layers of Needs framework.

By the end of the session, the leaders walked away with practical AI tools they could immediately apply and the beginnings of a clearer organizational compass for the future.

A sincere thank you to YPO and all the participating leaders for their openness, engagement, and willingness to challenge conventional ways of thinking.

Address

Unit 213 FBR Arcade 317 Katipunan Avenue
Quezon City
1108

Website

http://ciabootleg.ph/

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