Usually, I’m against going with obvious cliché’s when designing for restaurants, so a sombrero for a Mexican food truck wouldn’t normally grip me. However, Stitch Design Co’s work for Juan Luis still grabbed my attention and here’s why:
The food truck, or trailer to be exact, is designed to look like an authentic adobe-style residence including the unfinished cross beams that create a pergola on the outside, and the terracotta details protruding from the perimeter. From this basis, a classic nod to authenticity is born which supports a lot of the graphic decisionmaking including a sombrero.
The Stitch team springboards from this basis to craft a lovely suite of visual elements that reinforce the authenticity of classic Mexican cuisine. From the unique mix of different type styles to create a core logo lockup, to the hand-drawn feel of the secondary marks and supporting illustrations, the identity is low-fidelity, crafted, and somehow nostalgic.
The result is a classic vibe that’s flexible and fluid allowing the brand to expand and grow.
And, dude, I totally want a few of these tacos like now.
Designed by Stitch Design Co.