Description:
El Gringo’s Mexican Street Food is a food truck and catering business based in Renmark. They predominantly operate at different locations throughout the Riverland region on a semi-regular daily schedule. As a food truck, they do have the opportunity to move around to further locations as well, and often participate in festivals and market-style events.
El Gringo’s specialises in Mexican food, a cuisine that is not commonly found in the Riverland region. They use produce that is either grown by themselves or supplied by a local regional supplier.
El Gringo’s specialises in Mexican food, a cuisine that is not commonly found in the Riverland region. They use produce that is either grown by themselves or supplied by a local regional supplier.
Brief:
El Gringo’s Mexican Street Food required a distinctive brand identity that could differentiate them in a competitive food market. Their unique offering of Mexican cuisine sets them apart in the Riverland region; therefore, it was imperative to emphasize this in their branding. Additionally, the brand identity needed to highlight their pride in utilizing a combination of locally sourced produce and their own home-grown ingredients.
It’s worth noting that El Gringo’s Mexican Street Food was an established business prior to the branding, with previous menus consisting of black and white designs featuring skeleton characters wearing sombreros and playing maracas. The owner expressed an interest in retaining and building upon these existing themes during the branding process.
It’s worth noting that El Gringo’s Mexican Street Food was an established business prior to the branding, with previous menus consisting of black and white designs featuring skeleton characters wearing sombreros and playing maracas. The owner expressed an interest in retaining and building upon these existing themes during the branding process.
Solution:
El Gringo’s Mexican Street Food required a distinctive brand identity to stand out in a competitive market. With Mexican cuisine as their unique selling point in the Riverland region, the branding needed to prominently reflect this aspect.
The primary design element is a skeleton character wearing a sombrero and juggling chillies, representing the use of fresh produce. The character’s poncho was added to give the logo more weight and create a stronger shape. The chosen colour palette is inspired by Mexican architecture and streets, featuring soft and subtle colours.
In addition, the patterns from the poncho and sombrero were used as supporting elements for packaging and promotional materials. The character is the focal point of the design, bringing personality to all brand assets.
The primary design element is a skeleton character wearing a sombrero and juggling chillies, representing the use of fresh produce. The character’s poncho was added to give the logo more weight and create a stronger shape. The chosen colour palette is inspired by Mexican architecture and streets, featuring soft and subtle colours.
In addition, the patterns from the poncho and sombrero were used as supporting elements for packaging and promotional materials. The character is the focal point of the design, bringing personality to all brand assets.
