In a unique blend of tribute and personal touch, the Relleve family from Oas, Albay, has captured attention with their practice of “branding” their patriarch’s tomb, adorned each year with designs inspired by his favorite luxury items. This year, unveiled on October 31, 2024, the family chose a watch-themed design to reflect their late father’s appreciation for classic timepieces, adding a new layer to the tradition that started after Jose Relleve’s passing in 2011.
The custom began as a way to honor Jose’s memory by incorporating the brands he loved—past tributes have included designs inspired by Johnnie Walker whisky, Lacoste, and Bvlgari perfume. Each year, Albay artist Jafryl Refran collaborates with the Relleve family to create the tomb’s look, turning it into a colorful homage that speaks to Jose’s personality. According to his daughter, Angelle, the branded themes capture various facets of their father’s tastes, honoring his joyful yet disciplined character. This tradition has grown to be a personal expression of remembrance, aligning with the Filipino custom of paying homage to departed loved ones in significant, often creative ways, especially during the All Saints’ Day and All Souls’ Day observances, known locally as “Undas.”
For the Relleve family, these custom designs go beyond mere aesthetics; they are a heartfelt means to keep their father’s memory alive, infusing a touch of joy into a typically solemn time. The practice reflects a broader trend in the Philippines, where families are increasingly opting to remember loved ones in personalized ways that celebrate individuality, merging traditional customs with contemporary expressions of memory and legacy.