Taco Truck Branding
Industry
Food & Drink
Role
Creative Director, Designer (Logotype, Visual System and Packaging)
- Refined the wordmark and adopted in the final system
- Designed core rollout applications: brand patterns, stationery, and shopping bag design
Concept
This is an experimental brand project for a New York–based taco brand targeting college students near universities which is called Unicorn. The project is meant to explore how far a single insight can scale, translating a simple naming idea into a cohesive identity system across real touchpoints, from menus and packaging to small promo items and truck graphics.
The concept starts from the word logic inside “Unicorn”: it can be read as both “uni” (parking at university while unique!) and “corn” (the product is the taco), tying the audience and product together in one move. A semi-circular logo shape echoes the tortilla form, while a badge-led graphic language and bold palette reinforce a campus energy. The goal is a system that feels fun and youthful while remaining clear, consistent, and easy to apply.
Additional packaging-led food and drink projects
Red Flower Cake
Brand Identity | Packaging
Illustration | Packaging