Pan de Manila’s holiday paper bags have long held a quiet place in Filipino Christmas routines, often tucked under arms on early mornings when families pick up warm pandesal. The 2025 edition carries that sense of familiarity forward through the work of 29-year-old artist Jerika See, whose illustration places the viewer over a lively Noche Buena table.

Jerika is known for paintings that observe Filipino life from above, often turning simple moments into detailed compositions. She shifted from architecture studies at the University of Santo Tomas to full-time painting, a move that shaped the path leading to this year’s holiday collaboration.

Her connection to the brand goes back to childhood. “Pan de Manila has always been part of my life. We would have pandesal every day, often from the D. Tuazon branch before heading home. I grew up looking forward to their paper bag artworks each year, even asking my mom to buy more bread just so I could collect the paper bags. As a child, I would cut them out and use them for arts and crafts,” she recalls. She adds that this memory influenced her approach to the project. “That timeless presence inspired me while designing this year’s paper bag: the idea of pandesal as something woven into every Filipino occasion.”

The artwork she created centers on a holiday spread arranged as many families might remember it. A capiz parol, flowers on the table, pets resting nearby, and gestures like mano po all appear in the frame. Jerika’s preferred vantage point shapes the narrative. “The top-view perspective allows me to tell many stories at once, highlighting the genuine spirit of a Filipino Christmas,” she says.

Pan de Manila’s annual tradition of collaborating with Filipino artists has produced a line of holiday bags that some customers collect from year to year. By inviting Jerika to design the 2025 edition, the brand continues a program that has previously featured artists such as Mia de Lara, Christian Regis, Larry Memije, and Rina Albert-Llamas.

Jerika approached the project with a sense of continuity. “I wanted to honor past paper bag artists while also bringing my own unique vision. By keeping the tradition alive, I want to reflect Filipino culture and highlight the presence of Pan de Manila in everyday life, while also adding my personal artistic touch,” she says.

For Pan de Manila, the project also serves as a way to place Filipino artistry in everyday settings. Mari Sebastian from the brand’s marketing team explains the intention behind the long-running collaboration. “This tradition of collaborating with artists is more than just packaging. It reminds us of a more genteel time, when Christmas mornings were slower, centered on family, on opening presents, and sharing pandesal at the breakfast table,” she says. She notes that the bags have evolved into objects that customers look forward to keeping. “Pan de Manila’s holiday paper bags have become collectible pieces of art. Each one is a gift in itself, carrying stories of Filipino creativity, heritage, and memories.”

Mari adds that the project reflects a broader commitment to supporting local creatives. “By giving both established and emerging artists a national platform, we help bring local talent closer to the public, proving that art can live in everyday objects. It is this fusion of daily ritual and artistic expression that makes the Pan de Manila paper bag more than just packaging. It reminds every customer of home, culture, and the simple joys of yesteryears,” she says.

Jerika hopes the design resonates with those who bring home pandesal throughout the holiday season. “When people bring home warm pandesal in this paper bag during the holidays, I want them to feel the warmth of a Filipino Christmas. There’s no better way to celebrate than by sharing food and creating memories with loved ones,” she says.

The collaboration reinforces Pan de Manila’s role in everyday Filipino life, connecting a simple morning habit with the work of local artists and the spirit of the season.