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New Logo and Identity for Tacodeli by The Butler Bros
 

before

after

Noted Feb. 22, 2018 by Armin

Industry / Restaurant Tags /

About

(Est. 1999) “Tacodeli opened in Austin in 1999, but our story began long before in Mexico City. That’s where our founder Roberto grew up and first fell in love with the magical flavors of the taqueria. Years later, his childhood memories mixed with Austin’s friendly vibes to inspire Tacodeli’s food and the way we share it. The result is a big, ambitious menu, prepared by hand every day. A healthy obsession with both the quality of our ingredients and the quality of our lives. And a merging of flavors from both sides of our heritage to create something all its own. We extend a warm welcome to anyone who’s hungry for something different.” Tacodeli has 10 locations across Austin, Dallas, Plano and Houston, Texas.

Design by

The Butler Bros (Austin, TX)

Related links

The Butler Bros project page

Relevant quote
Tacodeli needed to refine their branding to support their growth into new markets outside of Austin. We embraced the quirkiness of their original wordmark while modernizing its style and improving legibility. The pattern and iconography were inspired by vintage Mexican ceramic tile. The new visual identity was used to update every customer touchpoint from menus to packaging to the website.

The Butler Bros project page

Images (opinion after)
New Logo and Identity for Tacodeli by The Butler Bros
Logo.
New Logo and Identity for Tacodeli by The Butler Bros
Icon set.
New Logo and Identity for Tacodeli by The Butler Bros
Signage.
New Logo and Identity for Tacodeli by The Butler Bros
Packaging.
New Logo and Identity for Tacodeli by The Butler Bros
Menu boards.
New Logo and Identity for Tacodeli by The Butler Bros
New Logo and Identity for Tacodeli by The Butler Bros
Interior details.
New Logo and Identity for Tacodeli by The Butler Bros
Soda machine.
New Logo and Identity for Tacodeli by The Butler Bros
Salsa signage.
Opinion

The old logo was pretty tacky with its overwrought wordmark and questionable illustration of a mariachi eating a taco. Luckily, the mariachi is gone and the wordmark has been cleaned up pretty nicely, managing to maintain the quirkiness of the original but done in a more tasteful way that signals the growth of the restaurant chain from a local secret to a regional staple. The identity introduces a few interesting elements to liven up the materials: a floral pattern, the use of HWT Artz, and sticking mostly to a blue and yellow palette (which may seem odd for a restaurant but it works well here). The identity is Mexican-ish but without being too literal about it and there is a restrained playfulness to the applications. I could do with more instances of those icons though, those are great. Overall, a subtle but great improvement for what are arguably some of the best tacos in Austin.

Your opinion…

On Logo


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Comments


Logo Before & After
Sample Application

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