Mascogo
Branding, Graphic Design, Visual Design
Mascogo needed a brand identity that captured its handmade, welcoming, and down-to-earth essence while reflecting the rich heritage and vibrancy of its cuisine. To bring this vision to life, we crafted a custom logo with illustrated typography and a unique character, followed by a thoughtfully designed suite of menus. The result was a brand experience that seamlessly blended tradition, warmth, and storytelling.
Client
Mascogo Tacos
Role
Branding Illustration
Toolkit
Adobe Illusrator, Indesign Procreate
Duration
Approx. 2mo
As the lead designer, I developed the brand identity from the ground up, including logo design, menu creation, and overall visual direction. I worked closely with the client to understand their vision and business context, translating those insights into a cohesive identity. The final branding exuded a handmade, welcoming, and down-to-earth feel, with a carefully chosen color palette that reflected the heritage and vibrancy of the food. Through custom typography, illustration, and thoughtfully curated design elements, I crafted a brand that was both distinctive and immersive.
Defining the Vision
I began with in-depth discussions with the client to understand their business goals, aesthetic preferences, and the personality they wanted to convey. These conversations informed the initial moodboarding and sketching phase, helping to establish a clear creative direction rooted in warmth and authenticity.
Crafting a Custom Logo
Once a visual direction was approved, I moved into logo development, illustrating custom typography and a unique character to create a distinctive brand mark. The handmade quality of the lettering and illustration reinforced the welcoming, down-to-earth feel the client envisioned, ensuring the logo resonated with their audience.
Designing the Menus
With the logo in place, I designed a suite of menus, including food, drink, and a mezcal flight list. Each menu incorporated custom illustrations and typefaces to maintain a cohesive, branded experience. The color palette was carefully selected to reflect the vibrancy and heritage of the cuisine, tying the visual identity together in a way that felt both authentic and inviting.