Initially founded in 2014, Solo Tacos began with a single mission: To bring authentic Mexican cuisine from Mexico to Kuwait. With a unique outlook and one-of-a-kind recipes, Solo Tacos has grown to become one of the most widely recognized names among Mexican restaurants in the country.
However as the business aged, so did their branding; and with newer competitors taking the spotlight in recent years, it was time for Solo Tacos to have a facelift. With Solo, we were tasked with giving the restaurant a fresh coat of paint without straying too far from the existing branding, and the luchadores that many have come to associate with the restaurant.
For Solo’s new logo, we wanted to keep the iconic luchador intact while still giving the logo a fresh new look. To do so, we kept both the luchador’s mask and colors intact, however we reimagined the mask’s design to be more proportional and symmetrical while also looking more energetic, lively, and fiery.
The typemark was also given a little flair – ditching the old sans-serif name in favor of a stylized
and dynamic typeface.
For the rebranding, we set out to inject some liveliness to the brand while still maintaining an essence of authenticity. This was done by combining bright colors typically associated with Mexican traditional art, with unique typography blending traditional and modern elements.
A large part of Solo Tacos’ business is done via delivery, and so we set out to redesign the restaurant’s packaging in a way that brings the brand’s new youthful energy to every table from bag to wrapping paper. This was done through a combination of graphic elements and playful typography.
We also opted to include some fun personal touches in the brand through the addition of illustration and stickers, which can both be used on packaging and given to customers as gifts.
Thank you for checking out our work! We’d love to hear your thoughts in the comments below.
Solo Tacos
Creative Team
Norah Al-Rashid – Executive Creative Director
Abdullah Buhaimed – Creative Director and Designer
Zaynab Hodroj – Illustrator
Hamad Al Mujeem – Presentation Visuals and Motion Graphics
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