TACO DEL MAR
Authentic is as authentic does.
Having grown from a single fish taco stand to a full blown regional franchising operation in a little over a decade, they understandably struggled to find their brands voice. They had tried an expensive and well-known agency in California. And the franchisees absolutely hated the work. In our first meeting with the whole franchise group they might as well have had torches and pitchforks.
The franchise owners were all big fans of what put Taco Del Mar on the map to begin with—huge, mission style burritos. But they also knew they couldn't hang their hat on just one product. And Baja was their theme. Only not the kind of Baja created by the agency that lived just outside of...Baja.
Piece by piece, we created a more relatable voice and branding update that rides a thin line between "Baja" and Northwest quirk. This type of food is fun. No one overthinks it when they order here. So we didn't either.
I oversaw strategy, and set direction for all the creative and design work, which included directing a team in creating a "Brand Update" book and usage guidelines.
Radio: Killer Shrimp :60
