Taco Mix

New York-based Mexican cuisine

This project involved a remake of an already existing company and restaurant based in Harlem, New York – Taco Mix. The project was about research, planning, coming up with strategies, values, target audiences, visual language, and some marketing. The project was a great learning experience and a taste of what it’s like to work with a client.

TacoMix.com

Brand Strategy

I started of by Developing a brand strategy. by defining the organisation's purpose, values, target audience, messaging, and visual identity. This is crucial in order to reach 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 Taco Mix 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 Tone emphasizes strong och fun characteristic traits as well as warmth and a friendly and welcoming tone. 

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

Typpgraphy, Color and illustration style

developing design elements of a brand. process and importance. typography, color palette and illustration/photography style

Adobe Color Theme

Campaign Elements

Hero Logo

Merch - Soda Cup

App - Menu, Deals and Ordering

Poster - Ad for Taco Tuesday Deal

Augmented reality (AR) poster. User scans physical poster with phone

Poster - Campaign for Taco Tuesday Deals

Check out the final project!

Brand Guidelines
Instagram Linkedin Envelope