Guerrilla Tacos
Guerrilla Tacos First Food Truck
GUERRILLA TACOS DIGITAL
Food Truck featuring Michelin Rated Chef Wes Avila
GuerrillaTacos.com
Challenge
Guerrilla Tacos was a hidden gem of a food truck in LA’s Downtown Arts District when Jonathan Gold’s 101 suddenly catapulted it into fame by ranking it as the city’s best taco and one of the best places to eat.
The talented startup by Michelin rated chef Wes Avila needed more than just a Yelp presence and Facebook page to support its booming business. It needed a responsive website, it needed a press kit, and it needed a cohesive brand architecture that could scale with its growth — and it needed these fast.
Solution
We started our quest building off Guerrilla Tacos’ two staple assets: its logo and food truck.
Taking inspiration from the logo’s stylistic lines and colors we expanded the design to create a cohesive color palette and geometric theme that repeated throughout the website.
Meanwhile, the Guerrilla Tacos food truck helped guide the language and other stylistic design choices.
In the abstract, the concept of a food truck is an icon of Los Angeles street culture. This grittiness, paired with Wes Avila’s formal training and renown as a world class chef, created the unique culinary experience of gourmet tasting dishes served on a tortilla.
To capture this enjoyable juxtaposition we blended informal street colloquials, content and images with the formal best practices of its fine dining counterparts.
We helped educate the Guerrilla Tacos staff on updating the site’s menu so that it’d remain consistent with the theme.
Carrying this careful attention to the brand’s aesthetic beyond the website, we created a comprehensive press kit with and a compelling story that helped reinforce Guerrilla Taco’s image as the gourmet taco tasting kitchen for all the cool kids on the street.
GuerrillaTacos.com Experience
Services
Meaning
Competitive Analysis
Brand Strategy
Visual System
Mission
Experience
Website
Multimedia Content (Words & Images)
Press Kit
Merchandise
Digital Press Kit Notable Quotes
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