THE CLIENT
Taquería Madre celebrates authentic Mexican cuisine in an elevated way while carefully crafting their dishes to
share with friends alongside classic drinks.
KEYWORDS
Restaurant / Mexican / Regional Cuisine / Branding / Popular Culture
THE OBJECTIVE
Develop a brand identity, collaterals and a website that harmoniously and effectively communicates the taquería's value and experience to Berliners, as well as the Mexican view of the taco as something "holy". Through the brand's behavior, typography and color story, the essence of true authentic Mexican taquerías is captured in an elevated way. Taquería Madre seeks to be a place where you can enjoy a genuine Mexican experience and share classic drinks with friends.
THE SOLUTION
The logo is composed of a wordmark, mixed in 2 different fonts inspired by street taquerías of various regions in Mexico. Their communication and collaterals tend to be very rough, rustic and sometimes handmade. The brand illustrations are a user-friendly way of showcasing how much Mexicans put tacos, chiles and mezcal in a pedestal.
The Typefaces used are modified in the wordmark, originating from the act of street vendors modifying and adapting graphic elements and fonts to their needs, sometimes without contemplating if it's correct or not. On the restaurant's communication and website, we aim to reflect the personality of this culinary experience, all while carefully considering the target audience and their needs. Details and simplicity are key in taking this into action.
