Tacos del Alma

​The Brief

Tacos del Alma was started by Juanita, a local chef in Mexico who has a deep connection to the art of crafting tacos. Her mission is to serve the soul of Mexico on a tortilla, using family recipes passed down for generations.

 

My Approach

I thought that it would be nice to weave an element of Mexican tradition or culture into the logomark to create a composite symbol that would be original and smart at the same time. I picked the sombrero, which is a broad-brimmed felt or straw hat that is prominently Mexican. From a certain angle, the hat's brim resembles a folded tortilla, especially when the former is slightly upturned at the edge. Thus, these elements could be seamlessly combined.

 

In addition, with the 'Alma' in the logo's textmark, I accentuated the serifs on the ends of both 'A's to create a look that vaguely resembles that of a curled moustache, a groomed look that is commonly attributed to Mexican men and gives off an aura of sophistication.