Palaman means “spread” or “filling”, for pastry, bread, or sandwiches. Palaman Purveyors makes jams, toasts, and cafe drinks inspired by Filipino flavors such as pandan, ube, and mais con queso.
The “Palaman” type design is made to be evocative of ooey gooey jam, the thicks of the lettering landing more at the tops and bottoms of the letterforms. The “m” letterform was then used to create a pattern, which was animated so that it says “mmm.”
Customers later said that the Palaman typography reminded them of traditional Filipino writing forms called Baybayin.
