Taco Tequila

Taco Tequila began as a Mexican food truck focused on selling tacos in New York State, United States.

The brand identity was inspired by the iconic shape of the vertical meat rotisserie used to prepare pastor tacos — known in Mexico as “el trompo del pastor.” This form was used as the main visual element due to its high visibility, public appeal, and strong cultural recognition among Mexican audiences. The logotype, influenced by Gothic lettering, was chosen for its connection to bar and liquor culture (such as tequila and beer), giving the brand a bold, relaxed tone.

The goal was to blend cultural authenticity with a streetwise, urban edge that would resonate with both local customers and Latino communities abroad. I was responsible for designing the entire visual identity, including the logo and its brand applications.

Today, Taco Tequila has expanded its operations to include a second food truck, a taco take-out location, and a full cantina in downtown Norwalk, Connecticut. According to the client, the brand design has played a key role in the business’s growth and its establishment as a recognizable local brand since its early days.