An Explosive History
The Taco Taco team didn’t want to take a conventional route to branding and storytelling, so we dug deeper. We delved into taco history, and found an interesting connection to the mining industry. In the 18th Century, Mexican miners used ‘tacos’ - small explosive charges made of gun powder wrapped in paper, to plug holes and extract ore. The connection between the name and the explosive flavour that Taco Taco wanted to be known for helped us realise a unique approach to their brand ID with a hidden story.
Show us a taco,
without showing a taco
Once we were off with a bang – we had to incorporate that into the final brand iconography. We like to explore plenty of options to ensure we land on a winning result, so after lots of sketching, back and forth with our client, we settled on the exploded taco shell you see in the final concept. The ‘shards’ form the main icon and play a key part in the overall graphic language of the brand, allowing us to play with different designs across all of Taco Taco’s comms.
Upbeat Environment
Stripped back authenticity comes through in our interior approach. Natural and neutral tones pay homage to the earthy elements of gunpowder, stone, and rock reminiscent of mining. We brought in vibrant bursts of colour in through green paint & tiles, and orange accents created a harmonious contrast. We’re talking bold luxury blended with the restaurant's rugged base, revealing exposed brick and bare walls that really celebrate the space itself. Finally, we brought in neon splashes at the rear of the shop, adding a little surprise bonus to each visit, inviting guests to ponder the art of holding a taco.
Keeping it fresh
Bold, organic and fresh
The Taco Taco crew came to us with a vision. Quality ingredients. Extraordinary flavours. Held within (but not defined by) anything you’ve never seen before. They really live up to the brand essence we gave them: ‘Anything can taco’.
The hand-held street food venue first opened in Shoreditch in September 2023 to rip-roaring success. Helped significantly by the bespoke menu created by Adrián Sánchez, Head Chef to Amazonico, London. Be sure to check out 'The Best Tacos in London' next time you're there.