CLIENT: ConTodo Tacos (Brand)

A handmade, bespoke approach for a well established commercial client aims to keep this brand fresh while respecting the existing commercial parameters.

BrandingIllustrationMenu DesignName DevelopmentPackaging Design

Brief

Location: Dallas, Texas

Year: 2015

 

 

For this branding proposal, we were asked to create a new brand for a Client established in the commercial food and beverage field. The core aims of this new concept were focused on simplicity, color, appropriateness and longevity. Because this client already has multiple established concepts on a national scale, we wanted to really hone in on what makes these brands work and how these ideas could be integrated into projects moving forward,specifically this one.

Approach

Initial research aimed to take multiple, existing commercial restaurant brands and quantify the core principles we focused on and how these could relate or inform our new brand. We wanted to point out what makes long term brands successful and how certain sensibilities allow for familiarity of the brand and how these could be premeditated in a new design

Outcome

For this brand we came out with two different options, distinct in their styles and approaches, however still maintaining close relation to the core principles.

 

Option 1, Manos, aimed to be a restaurant that encompassed the culture and heritage of Mexico and respectfully played off of it for an effortlessly ‘Mexican’ brand. We looked to the vibrance and energy of the traditional Mexican Restaurant hand lettered sign as well as the flame motif that is very prevalent in Mexican Restaurant icongraphy. We came up with a brand that was visually a nod to Mexico, maintained a respect of their aesthetic and integrated colors that allowed the brand to feel new and fresh while still allowing for longevity and growth within it.

 

Option 2, Con todo!, aimed to be a more kinetic option for this brand. In the grammatical use of the exclamation point, and the tapered, scaling brand type, this brand aimed to integrate the energy and passion of Mexican Culture within it. For the iconography of this option, we took heavy inspiration from Lance Wyman’s 1968 Mexican Olympics logo. Keeping with the theme of the kinetic logo, we wanted to use the outline repetition in our icons that allowed for further movement throughout collateral while making the branding familiar. Similar brand colors were used as well, creating this fast, energetic logotype and icon option.

 

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