BRIEF:
From humble beginnings as a small taco truck, Chucho’s Tacos has quietly grown to a multiple restaurant business, gaining cult status in the city of Newcastle for it’s fresh, authentic, Mexican tacos.
The Chucho’s brand identity however, had become dated and disjointed. The visuals weren’t connecting with their core demographic effectively. A brand identity is made up of the pieces that tell the who, what, and why of a business. I wanted to have the brand tell the Chucho’s story in a clear and compelling way.
SOLUTION:
Updating the Chucho’s brand identity from the ground up. Consistency matters, not only for visual aestheics but also to build brand trust. To build a cohesive, consistent brand, I designed a full identity system including logotype, colours, messaging, illustration, packaging and a website concept.
The new identity’s roots are grounded in Chucho’s values of authentic, fresh, mexican food.
