My Contributions
My responsibilities included upholding and refining the brand guidelines to ensure a cohesive and authentic representation of Tacolicious across all platforms. I played a key role in creating and executing marketing campaigns, with a strong emphasis on social media, where I crafted engaging Instagram posts that captured the lively spirit and rich history of the brand.
Additionally, I was involved in copywriting, graphics, layout, identity design, and visual design, all aimed at reinforcing Tacolicious’s identity as a place where the flavors and traditions of Mexico are celebrated, from its humble beginnings at the Ferry Plaza Farmers Market to its bustling locations today.
Challenge & Business Goal
For Tacolicious, a vibrant Mexican-inspired eatery, I was tasked with defining and elevating the brand identity while ensuring the brand's spirit was reflected seamlessly across all digital platforms. The goal was to create a visually engaging user experience that celebrated Tacolicious's deep connection to Mexican culture and cuisine, as well as its growth from humble beginnings to a successful restaurant group.
My Approach
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Brand Identity Design: I worked to maintain and evolve Tacolicious's brand guidelines, ensuring all visual elements, from color to typography, aligned with the restaurant’s authentic, festive spirit. The design reflected the rich history and vibrant culture of Mexican cuisine, appealing to both local and tourist audiences.
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UI/UX Design Process: Led the UI/UX design by focusing on intuitive navigation and mobile optimization, as many customers interact with Tacolicious through their phones to browse the menu and order. The design was centered around providing a seamless and engaging experience while reinforcing the restaurant’s visual identity.
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Mobile-First Approach: The design was optimized for mobile devices, ensuring that Tacolicious’s users could easily access the menu, order, and learn about the brand from anywhere.
Findings & Insights
✅ Brand Consistency: By refining the brand guidelines and focusing on bold imagery and warm colors, I created a design that consistently reflected Tacolicious’s values and authentic Mexican experience.
✅ Mobile Optimization: The mobile-first approach provided users with easy access to the menu and ordering features, allowing them to interact quickly and efficiently.
✅ User Experience Enhancement: The interactive menu and intuitive order process helped users navigate the website without friction, contributing to a better overall experience.
✅ Vibrant, Authentic Visuals: The visual design helped Tacolicious stand out as a vibrant, culturally rich eatery, with photos of food, people, and the restaurant experience bringing the website to life.
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Business Impact & Results
🎯 Increased Engagement: By creating an engaging website and mobile experience, users were more likely to interact with the site, increasing the likelihood of visiting the restaurant or placing an order.
🎯 Brand Strengthening: The design reinforced Tacolicious’s identity as a vibrant, authentic Mexican restaurant, helping it to establish a stronger digital presence and resonate more deeply with both locals and visitors.
🎯 Improved User Interactions: By prioritizing user-friendly design, Tacolicious saw increased interactions on mobile devices, with quicker access to key features like menu browsing and online ordering.
UI Design Process
Visual Style & Guidelines
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Style Choice: The design focused on using bright, energetic colors (like warm reds, oranges, and yellows) to reflect Tacolicious’s festive Mexican atmosphere. Bold typography was chosen to complement the lively nature of the brand.​
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Guidelines Followed: I adhered to the existing brand guidelines to ensure the visual identity was consistent across digital platforms. The design was also mobile-first, following best practices to optimize for mobile devices.
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Typography & Imagery: I carefully selected typography that was easy to read, while also evoking a sense of fun and excitement. The imagery included vibrant shots of the restaurant’s signature dishes, lively dining experiences, and cultural elements.
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Key Interactive Features: The website included interactive menus, online ordering options, and social media integration, encouraging users to engage with the brand online and take advantage of promotions.