04 / Brand Identity
The brief
Salsa's Taco Bar is a neighborhood taqueria in Santa Cruz that needed to feel like a destination. Nothing quiet, nothing borrowed. A brand as loud and direct as the food itself.
The identity had to stretch from the sign on the wall to the menu at the counter to the tee on the regulars.
The approach
We built a retro-inspired system anchored by custom lettering and a hand-drawn chili mark, backed by six vibrant Pantones pulled from traditional Mexican graphics and a repeating brand pattern.
The menu system ran seven rounds from concept to final, and the identity carried into environmental work: neon signage, exterior walls, a branded tent, and a merch program of more than fifteen pieces. Everything loud on purpose.
Deliverables
01
Custom Lettering and Chili Mark
02
Six-Pantone Color System
03
Neon Signage and Environmental Graphics
04
Menu System
05
Merch Program, 15+ Pieces
06
Brand Pattern and Brand Guide
