TACO LAB
Service: Brand Identity Design
Location: Market Harborough, Leicestershire
Year: 2023Having completed their first catering season, Taco Lab have earned a fierce reputation for their flavoursome food. Specialising in traditional slow roasted pulled pork carntitas, Taco Lab are proud to be serving up the vibrant tastes of Mexican cuisine. However, their existing brand lacked any character and they struggled to compete at busy food events.
After the initial discovery call with the client, we outlined that the visual style of the brand had to feel imperfect, similar to an authentic Mexican street food vendor. With that in mind, I built a custom wordmark based on traditional hand painted taqueria signage. The rough texture was achieved by carving the wordmark into linoleum, then it was hand printed onto paper to provide us with the imperfections we were looking for. The icon was inspired by ceramic talevera tiles, which became widely popular in kitchens across Mexico in the 16th century and are instantly recognisable to their cuisine. The colour palette is vibrant, fresh and energetic; which is a reflection of the ingredients and products that Taco Lab have to offer.
“We hired Liam for a full rebrand for our catering business and was very impressed with his ability to conduct market research into our industry and competitors. From the very beginning, Liam demonstrated an exceptional understanding of our vision and translated the ideas into stunning visual concepts. Working with Liam was an absolute pleasure and we would highly recommend.”
— Ben D. | Taco Lab Owner