I spend a lot of time trying to avoid stereotypical clichés in design. The luchador imagery is one such cliché that seems to be a go-to for every designer touching a restaurant brand that serves Mexican-style food. However, the team at ADD Branding has done well to make their design approach something of note.
Losdos Tacos has a brand identity that’s vibrant and energetic while still being approachable. Something about it felt familiar, but in a good way and it took me longer than I care to admit to realize it was the colors. This taco brand’s colors are the same as another taco brand you may have heard of, Taco Bell. Once I realized, I had to chuckle, because the designers did a much better job at pushing the colors’ power than Taco Bell has.
From the colors comes beautiful typography that merges a free-flowing, compressed script with a chunky, compressed sans-serif. The sans-serif pulls influence from wood type poster prints adding a gritty vibe to the identity.
Extending that grittiness is the treatment of the photography. By employing an offset rosetta effect, the photography gets a lo-fi, throwback vibe to accentuate the already fun subject matter.
No stone has been unturned with this restaurant’s brand identity design. From apparel and merchandise to packaging and advertising, the design team has absolutely aced a complete look that demands attention.