- Duration: 2 months
- Product Design
- Logo Redesing
- Brand Guidelines
- Visual Design
- Usability Testing
0.1 Overview
Founded in the heart of San Francisco, El Tonayense has been a cornerstone of authentic Mexican cuisine since its inception. What began as a humble taco truck has grown into a beloved culinary institution, cherished by locals and visitors alike.
0.2 So Why Rebrand?
Outdated Visuals That Don't Reflect the Richness of Their Culture and Food
Their current branding—logo, website, and menu visuals—fails to communicate richness. The imagery lacks warmth and authenticity, missing the opportunity to visually tell the story of their heritage.
Poor Design Costing Potential Customers
In an increasingly competitive market, first impressions matter.Potential customers who don't already know the legacy of their food might pass them over for businesses with more polished, inviting presentations. This is especially true for younger, design-conscious audiences who often discover dining options online or via social media—where visual branding plays a critical role in decision-making.
0.3 Creative Direction
The rebranding began with a focus on vibrant colors that celebrate Mexican culture and evoke a sense of joy and authenticity. Colors like warm reds, bright yellows, and earthy greens were chosen deliberately—not just to mirror the ingredients and flavors of their cuisine, but to create a psychological connection to the comfort and excitement of Mexican food.
The result is a brand that respects the legacy of El Tonayense.
Implementation
Print Menu
iPad Ordering System
One key feature is the customizable section for each item. Tacos are personal—everyone has their own preferences. Whether it's extra salsa, no onions, or a double serving of guacamole, the app allows users to easily tailor their orders to their liking. This customization process is intuitive and visually appealing, with a clean interface that enhances the ordering experience.
Figma Prototype
Website
El Tonayense's old website struggled to represent the high quality and rich tradition of the restaurant. Its amateur design, outdated layout, and lack of consistency didn't align with the vibrant, authentic dining experience that El Tonayense offers.
To address this, I designed the new prototype in Figma, focusing on a modern and professional look that captures the essence of El Tonayense. I then brought the design to life by coding the entire website from scratch using HTML and CSS. The navigation was simplified, and consistency became a priority, ensuring that the design, fonts, and imagery worked together cohesively to convey a polished and inviting brand identity.
See Live Site
Web Ads
To complement the refreshed branding, I created web ads designed to incentivize both online orders and in-person visits to El Tonayense. These ads were crafted with vibrant visuals and compelling messages that highlight the authenticity and quality of the food.
The CTA buttons are clear, inviting, and strategically placed to drive immediate action.
Merch
I created a line of merchandise for El Tonayense, including hoodies, t-shirts, and hats, to help bring the brand into everyday life. The designs are super simple, featuring the logo front and center, but they make great use of the brand’s bold colors to keep things vibrant and fun. The idea is to let fans and customers rep their love for El Tonayense in a stylish, understated way while also spreading the brand wherever they go. It's a cool blend of culture, community, and everyday wear.
Read more of my case studies
Let's start working together!
Contact Me