Three carne asada tacos with diced onions, cilantro, sliced lime, and guacamole on a metal tray lined with parchment paper from Square Taco, a Mexican restaurant.

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.

  • 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.

Challenges

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.

A colorful food advertisement featuring open-faced tacos with sliced radishes, microgreens, and chili peppers on a square ceramic plate. Surrounding the plate are bowls of lime wedges, hot sauce, shredded cheese, chopped green jalapeños, and a bottle of lemon-lime soda, all on a blue surface. To the right, bold white text reads 'TACOS!!' repeatedly with colorful accents and the logo for 'Square Taco Mexican Food' at the bottom.
Logo for Square Taco, a Mexican food restaurant, featuring colorful diamond shapes with tacos and other icons, and text with different styles and sizes reading 'SQUARE Taco' and 'MEXICAN FOOD'.

Logo

Brand Color

Color palette featuring five colors with names and hex codes: Flaming Guava (HEX #FF3F75), Ocean Horizon (HEX #4689C8), Caribbean Reef (HEX #53B5A8), Marigold Glow (HEX #FDB740), Whipped Cream (HEX #F7F7F7), and Graphite Abyss (HEX #0f0f0f).
A Mexican meal with tacos topped with radishes, green onions, and microgreens on a white plate. Surrounding bowls of corn, guacamole, shredded cheese, and salsa. There are lime wedges, grilled jalapeños, a stack of tortillas, and a glass of lime and salt drink on a table.

Logo on Background

A collage of logos and photos of Mexican food from Square Taco restaurant. The top row has colorful logos and a photo of tacos. The middle row shows black and white logo designs. The bottom row features additional logo styles and a photo of various Mexican dishes and ingredients.
Collage of images related to a Mexican food food truck named Square Taco. The first image shows a smiling man with long hair and a mustache, wearing a white Square Taco t-shirt, in a kitchen with eggs on a counter. The second image depicts a person in a red shirt receiving a paper bag with the Square Taco logo. The third image shows a yellow Square Taco t-shirt placed on a concrete surface. The fourth image features a green table with a menu, a black mug, and a wooden box.

Logo Misuse

Six colorful graphic designs featuring the word 'SQUARE' written across geometric shapes like squares and diamonds, with various background illustrations and color schemes.
Colorful confetti with taco-themed illustrations and phrases, including tacos, guacamole, queso, and tacos Tuesday, in various colors like pink, yellow, blue, white, and green.

Typography

Diagram of the equinoxes and solstices showing the Earth's tilt and position relative to the Sun, with labels for the solstices and equinoxes and the four seasons.
A collage of four images showing different packaging items for a brand called SQUARE Taco. The top left shows a clear glass bottle of bottled beverage with condensation. The top right shows two white takeout containers with the SQUARE Taco logo. The bottom left shows a white plastic container with a blue lid and a label saying 'MUCHAS GRACIAS' and the SQUARE Taco logo. The bottom right shows two white shopping bags with twisted paper handles, one large and one smaller, both featuring the SQUARE Taco logo.
A takeout coffee cup and a pizza box on a reflective table in a casual restaurant setting.
Collage of promotional images for Square Taco restaurant featuring tacos, nachos, nachos, and other Mexican food, with colorful text and branding.
A collage of images featuring a Mexican restaurant named Square Taco. The first image shows a digital menu on a tablet with the restaurant's logo. The second image displays two smartphones with the restaurant's logo on their screens and a digital menu on one of them. The third image presents a physical menu stand with the logo and a printed menu. The fourth image shows a stack of business cards with the restaurant's logo and contact information.
White paper shopping bag with brown twisted paper handles, decorated with doodle-style illustrations of tacos, steak tacos, hot sauce, and other food items, with the words "TACO," "STEAK TACO," "MEXICO," and "SQUARE TACO."
Food items including tacos, nachos with guacamole and salsa, and three tacos with various toppings.
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