Walk-O Taco describes themselves as "Traditional Mexican to unique flavor experiences in a portable bag of crunchy goodness. Seasonal, fresh ingredients to keep your taste buds happy!" I was approached to help brand this new company, particularly with a nineties flair. Their plan was to launch the food stand as a pop-up at various markets, and to feature a nineties themed menu for the first season, with the concept the menu could change in the future. With the changing menu in mind, I also wanted to pitch a concept of a more permanent brand, and something nineties themed to be a secondary mark that could change with the menu.
Overall the client really liked the vibe of the concepts, and just wanted to mash a few of them together. They also had a strong response to my concept of having a simple permanent brand, which would be the walking taco, again with some small revisions. From there, I refined the two logos with their changes and tweaks.
The client was happy with both the final logos, and used them to launch the brand. They used them, mostly the nineties inspired design over their first summer. While the client was happy, I saw places to improve both designs. I wanted to bring a cohesion to both logos, something like shared typography and shared elements. I also wanted to incorporate the unique bag shape they used, and to clean up the overall look of both. I did this to both logos and presented it to the client, free of charge.
The owners were ecstatic with these new versions of the logos. The timing was perfect because they had just found a food truck and were getting ready to ask for my help with graphics. Once they saw these new logos they decided to primarily focus on the circle logo on the truck, new shirts, and social media. It helped me to have time to get to know the owners, try the food, and basically actually fully understand their brand. Over the next few weeks I helped them get the truck graphics set up, got them the files to get shirts and a stamp printed, and help get their social media profiles updated with the new branding. Now I am hungry for a Walk-O Taco, and I am sorry if you are too.
