Taquería logo

This project was a bit different for me. Not only was I put in charge of designing the identity and branding of this new burrito shop, but I also had to come up with the name! With the help of friends and the Internet, I settled on the name Taquería—pronounced tah-KEH-ree-uh. Thanks to the magic of Google and Wikipedia, I've deduced its meaning to "a shop that sells tacos or burritos". I thought it to be simple, fitting, unique and with enough visual meaning in the word itself to represent a new food franchise.

From the outset there were certain things I knew to be. There would be no tex-mex design influences, no clichéd iconography, proper use of modern typefaces, and all with a hint of youth. Sound weird and completely vague? Yeah, that's pretty much how most of my design projects start. I try to get a feeling for a design before I get to hacking pixels. There are obviously sound design choices behind the brand execution, but it all combines to encompass a mood and idea that has to be communicated within seconds of seeing the logo. I just find it easier for me to reverse engineer that feeling into a workable design.

In this case the feelings that needed to be conveyed were freshness, lightness, quality, and youth, all without alienating the idea of the food itself.

Keep a lookout for Taquería opening up very soon. There are multiple locations planned so hopefully one will be near you!

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