Taco Mix

Graphic Design | Branding | UI | 15 weeks

New York-based Mexican cuisine

This project involved a re-branding of an already existing company and restaurant based in Harlem, New York – Taco Mix. The project was about research, defining mission and vision, coming up with brand strategies, target audiences, visual language, and marketing. The project was a great learning experience and a taste of what it’s like to work with a real client.

TacoMix.com

Brand Strategy

I started off by developing a brand strategy, which included defining the organization's purpose, values, target audience, messaging, and visual identity. This is crucial for achieving consistency, differentiation, and customer connection for the brand.

Brand Story

At TacoMix, we love our community just as much as we love making great-tasting al pastor tacos. Our goal is to bring people together to share our authentic food in a diverse and welcoming environment. Sharing a meal, a conversation, and a laugh, surrounded by the magic of Mexican culture, is what TacoMix is all about.

Target Audience

The target audience for Taco Mix, a New York-based restaurant, comprises older Gen Z and younger millennials who are actively advancing in their careers. They exhibit astute money management skills and prioritize experiences over extravagant spending. Tech-savvy and inclined towards technology investments, they appreciate brands with robust social media engagement. This demographic enjoys discovering trendy "hole in the wall" eateries and seeks convenient yet flavorful dining options. Additionally, many of them engage in side hustles, such as baking, photography, or gaming, further highlighting their dynamic and multifaceted lifestyles.

Source - Gen Z vs. Millennials: Their Spending and Saving Habits Examined

Source - Millennials go organic

Source - Gen Z’s political power: new data gives insight into America’s youngest voters

Source - 2022 Food and Health Survey Spotlight: Generation Z

Mood Board & Brand Tone

Just like the Mood Board, the brand's tone emphasizes strong and fun characteristics, along with warmth, friendliness, and a welcoming vibe.

Spicy - Spice up your life.

Delicious - Authentic, tasty tacos.

Welcoming - Enjoy tacos with your friends.

Big-Hearted - Made with passion and love.

Hot - Hot salsa, hot place.

Logo

When designing the logo, it's important to consider how it connects to the overall brand strategy and tone. A logo serves as a visual representation of your brand and should effectively communicate its values to your audience. For this particular restaurant, the logo is intended to convey warmth, vibrance, joy, and the unique character of Harlem, New York, where the restaurant is located. By clearly reflecting these qualities, the logo will help build an emotional connection with customers and convey a sense of what they can expect when they visit the restaurant. Ultimately, a well-designed logo has the power to communicate a great deal about a brand in a matter of seconds, which is why it's crucial to pay close attention to every detail and ensure that it resonates with your target audience.

Campaign Elements

Poster - Campaign for Taco Tuesday Deals

App - Menu, Deals and Ordering

Poster - Ad for Taco Tuesday Deal

AR poster

Merch

Check out the final project!

Brand Guidelines

Let's connect!

Instagram Linkedin Envelope