Holy Tacos is a small authentic Mexican food vendor looking to become the talk of every street food event around the country. Luis, is a proud Mexican. He's loud and eccentric and wants the brand to be an extension of his personality and heritage. The food is made with love using fresh, bold and heavenly flavour combinations. The goal was simple: to create a bold, vibrant unapologetic identity that could stand loud and proud against the heavy hitters in the food industry.
HOLY TACOS
CREATING A VISUAL IDENTITY FOR A FOOD TRUCK WITH A BITE TO DIE FOR!
It made sense to steer clear of the obvious imagery that springs to mind when you think of Mexican food and tacos, after all Holy Tacos dares to be different. I wanted to explore the 'Holy' part of the name. Mexico is known to be highly religious so I looked in to Mexican traditions and the bold and bright vibe of the Mexican holiday Dia De Los Muertos. (Day of the Dead). I wanted to create a bold and colourful identity whilst giving it a grounded and 'grungy' style to represent street food culture without losing it's friendly and approachable Mexican personality.
MAKING SURE THE VISUAL IDENTITY FEELS AUTHENTIC.
FIESTA GREEN
#84AB66
132 / 171 / 102
59 / 11 / 77 / 0
HEX
rgb
cmyk
#fae874
250 / 232 / 116
3 / 4 / 73 / 0
HEX
rgb
cmyk
TEQUILA SUNRISE
#A857F5
168 / 87 /245
60 / 70 / 0 / 0
HEX
rgb
cmyk
purple pinata
#59137C
89 / 19 / 124
80 / 100 / 10 / 2
HEX
rgb
cmyk
PURPLE RAIN
When designing the skull, I needed to simplify the pattern for scalability and legibility. The bright and colourful skulls are synonymous with Dia De Los Muertos and Mexican culture in general. I also wanted to create a more friendly and less intimidating skull so I went with a more cartoon style design.
Colour was also key when creating the identity and the colour palette needed to be warm and inviting whilst standing out. We didn't want to use the colours of the Mexican flag so the colour palette was derived from Dia De Los Muertos to really tie all aspects together.