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So Cal Taco Co. \ SOUTHERN CALIFORNIA INSPIRED CHAIN RESTAURANT.
I developed a comprehensive brand identity for So Cal Taco Co., creating a visual system that captures the energy and authenticity of California's taco culture. The challenge was balancing traditional Mexican elements with contemporary California style to appeal to a diverse, food-savvy audience.
So Cal Banner

Brand Identity & Visual Direction

The So Cal Taco Co. brand identity draws inspiration from Southern California's vibrant surf and skate culture, blending retro aesthetics with modern design sensibilities. Each design element was carefully crafted to evoke the laid-back, sun-soaked atmosphere that defines the California lifestyle.

From the hand-lettered logo to the colorful palette of sunset oranges and ocean blues, every visual choice reinforces the brand's commitment to authenticity and quality. The identity system needed to work across various touchpoints while maintaining the energetic, approachable feel that makes So Cal Taco Co. stand out in the competitive fast-casual market.

So Cal Menu Design 1
So Cal Mural
So Cal Flyer 1
So Cal Flyer 2
So Cal Flyer 3
So Cal Flyer 4
So Cal Flyer 5
So Cal Flyer 6
So Cal Logo 1
So Cal Logo 2
So Cal Logo 3
So Cal Logo 4
So Cal Logo 5
So Cal Logo 6

Marketing Materials & Logo Exploration

The promotional materials showcase the brand's versatility across different applications, from in-store signage to social media campaigns. Each flyer and promotional piece maintains visual consistency while allowing for creative expression that keeps the brand feeling fresh and engaging.

The logo exploration process involved creating multiple variations that could work across different contexts - from large-scale murals to small packaging elements. The final logo system provides flexibility while maintaining the core brand essence that customers recognize and connect with.

So Cal Mural 2
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