The Project

Tijuana Taco is an up and coming food truck specializing in mexican cuisine and margaritas 

Execution

The company was in need is something that represented their laid back personality, with a more west coast vibe

The Logo

The wave represents the waves off of the coast while incorporating their main product offering. The choice to use the street typeface was to tie into their model as a food truc

Brand Colours

The blue is used to represent the ocean on the coast while the yellow is to associate with food offerings. The black shade ties into the colour of the truck and the pavement of the roads travelling on. 

Fonts

The Amarillo font is used only for the main logo and as a decorative font for the brand. 


Avenir was chosen for a san serif font due to it’s legibility web interfaces and in print media