Hi there!
I’m Taylor. 



I like designing thoughtful visuals that express my client’s values, address their needs, and create common ground with their audience.



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Walk O’ Taco Branding Identity





An active, energetic branding scheme for a Guadalupe St. taco oasis.

          Course    DES 323 Color in Theory and Practice
          Professor    Carma Gorman
          Type    Branding, Illustration
          Team    Me
          Tools    Adobe Photoshop/Illustrator







        Project Brief



        Design a branding scheme for the  fictional brand  “Walk O’ Taco” with the following criteria:


        A thoughtfully chosen color palette with technical specifications, and a rationale for the colors and color spaces chosen.







        Walk O’ Taco is a mini taco joint on Guadalupe and 21st Street, where students and Austinites can stop in the shade, fuel up, and get back to movin’.

        ..
        \

        By eliminating the considerable space, time, and staffing costs of human cashiers, Walk O' Taco provides high-quality food (including plentiful organic, vegan, and gluten-free options) faster and more affordably than its competitors. 





        How it Works


        Customers don't come inside. Instead, while standing outside under a long awning that protects them from the sun and rain, they point their phone at a QR code posted to the wall to view the menu, place their order, and pay remotely. 

        Three to five minutes later, when their food is ready, they get a notification telling them to pick it up at the window.

        How it

        Takeaway


        Each meal is packaged in paperboard containers that allow customers to eat their food tidily one-handed, without dribbling salsa all down the front of their clothes!.

        Students who are in a hurry can place an order as they are leaving their West Campus apartments, or approaching the intersection on their bus, and have their food waiting for them at the window five minutes later.



        Competition


        Walk O’ Taco’s biggest competitors aren’t  Mom & Pop shops, but the national chains near campus, which students already know and love.

        Though Walk O' Taco is positioning itself about midway between Taco Bell and Chipotle in terms of both serving sizes and prices, its speed and convenience are what really set it apart.





        The Design Problem


        Walk O’ Taco needed a stand-out branding scheme to translate across digital and physical mediums, and distinguish them from a long list of competitors.  

        Create a color palette that:

        Accomodates for both printed and digital uses.

        Follows accessibility standards for color impairment.

        Remains visually distinct from local and national competition, taking trademark class into consideration.

        Design an overall visual identity that:

        Celebrates Mexican culture, without falling into common branding tropes.

        Communicates the  client’s value of supporting customer health through physical activity and healthy ingredients.

         Reconciles the opposing concepts of “Heat” and “Oasis”— embracing the heat of Mexican cuisine while rejecting the heat of Austin summers.


        Research


        Inspired by the colors, flavors, 
        and activity of Austin and Mexico
        —the Tex and the Mex.

        Conscious of trends in today’s activewear.










        Steers clear of the dark reds, hot pinks, purples, and yellows 
        of the competition in the same trademark class.








        The Result



        A refreshing and active 
        branding scheme, poised for expansion into digital 
        media and merchandizing.