HOLY TACOS
The colour palette was pulled straight from Día de los Muertos — vivid, warm, and impossible to miss. I made sure to steer away from the Mexican flag's colours to avoid anything that felt predictable, landing instead on a palette that's electric but still grounded with a grungy, street food edge. Bold enough to stop you in your tracks at a busy food market but friendly enough to make you want to stay.
Mexico has a deeply religious culture, and one of its most iconic traditions is Día de los Muertos — the Day of the Dead. The bold colours, the elaborate skull imagery, the sheer joyful energy of it all felt like a perfect fit. It's celebratory, it's visually striking, and it's authentically Mexican without being a cliché.
The skull became the centrepiece of the identity, but I didn't want anything too dark or intimidating. A more cartoon-style design kept it friendly and approachable — the kind of thing that makes you smile rather than think twice. I also made sure it was simple enough to scale well across everything from food packaging to the side of a van.
MAKING SURE THE VISUAL IDENTITY FEELS AUTHENTIC.
Holy Tacos is a street food vendor on a mission to become the most talked-about stall at every event in the country, serving up fresh, bold flavours with serious personality. The owner, Luis is loud, proud and fiercely passionate about his Mexican heritage — and he wanted a brand that matched his energy completely. My job was to build a visual identity as unapologetic and vibrant as the man himself.
Holy Tacos dares to be different, so I wanted the identity to reflect that from the start. Instead of using the obvious imagery associated with tacos, I looked at the "Holy" part of the name and dug into Mexican culture and tradition for something with a bit more depth.
CREATING A VISUAL IDENTITY TO DIE FOR!
