Photographer: Timothy Levy, Damian Sanchez
ID Typeface: Tim Semple
Identity, print, environmental, art direction
‘Tacohawk’ is a classic SoCal Mexican-style trailer in a not-so-vintage vehicle. Smaller compared to other food trucks in he hawk collection, it has the potential to get lost amongst everything else at festivals and events. Therefore the branding needed to be bright and attention-grabbing, but rather than the cliché skulls, Mother Mary statues or sombreros and other Mexican paraphernalia, we looked to California, with its proud Hispanic heritage and sensational Mexican cuisine.
The pink yellow gradient is inspired by a colourful state with stunning sunsets rounded off with the palm trees to a fun and slightly retro effect.