Overview
Timeline: December/23 - January /24 - 01 months
My role: Graphic Designer
Square Taco: Unsquare Your Expectations.
Square Taco is this super cool Mexican street food brand that totally changed the game for tacos by making them square! It's been a hit, capturing everyone's attention. But it's way more than just a food truck; it's like a big dream come true for a son and his parents from Mexico. They poured all their love for authentic Mexican food and their wish to create something truly special into making Square Taco happen. This family business perfectly mixes old-school Mexican cooking with a fun, fresh twist, all so they can bring happy, unforgettable food moments to everyone. It's their heartfelt nod to their roots, served up in a fresh and exciting way.
The whole vibe of the brand is built on awesome, bright colors that mean a lot in Mexican culture, plus cool, symbolic artwork. These bits aren't just for show; they really capture the spirit and richness of Mexican culture. And that standout square tortilla? It's not just a cute gimmick. It's a bold statement about doing things differently, adding a whole lot of fun to your meal. This fresh take means that while every single bite is a delicious surprise, it still tastes genuinely Mexican, giving you both something new and something deeply authentic.
Challenges
Differentiating in a Saturated Market: The Mexican food landscape is highly competitive. Standing out requires a truly unique selling proposition beyond just taste.
Perception of Novelty vs. Authenticity: Introducing a "square" taco could be perceived as a gimmick, potentially overshadowing the brand's commitment to authentic Mexican flavors and traditions.
Building Brand Recognition: As a new brand, especially one starting as a food truck, establishing immediate recognition and trust among consumers is crucial.
Communicating the Unique Value Proposition: Effectively conveying that the "square" shape enhances the culinary experience, rather than just being a visual quirk, is vital.
Maintaining Brand Consistency: Ensuring that the vibrant and joyful brand is consistently applied across all touchpoints, from packaging to social media, to create a cohesive brand experience.
Objectives
Establish a Distinct Brand: Create a memorable and unique brand that immediately communicates Square Taco's innovative approach and vibrant personality.
Generate Buzz and Curiosity: Leverage the unique square shape to create conversations and intrigue, driving initial customer engagement and media attention.
Convey Culinary Excellence and Authenticity: Ensure that despite the innovative shape, the brand is recognized for high-quality, flavorful, and authentic Mexican street food.
Foster a Sense of Joy and Fun: Build a brand association with happiness, festivity, and an enjoyable dining experience.
Achieve Strong Brand Recognition and Recall: Make Square Taco synonymous with unique, high-quality, and fun Mexican food.
