2013 Winners & Shortlists

Brief Explanation

We worked with the client to define who they were and what they stood for. The manifesto formed the basis of the personality for the brand: “Taqado is a taste of Mexico. No, we’re not talking about sombreros and jumping beans, but Mexican cooking with fresh ingredients and colourful flavours. Our tone of voice is honest, descriptive and always spoken with a smile. We try to paint a picture with our words so people can taste our sentences, but let’s not waste their time. Life is too short for long copy so let’s be fast, fresh and friendly.”

The Brief

Taqado is a new Mexi-Cali restaurant concept originated and launched in the UAE. Create an identity embodies the brands fresh and friendly approach.

How the final design was conceived

The logotype was inspired by old luchador wrestling posters that use big, tightly stacked, woodblock-esque type. The 'Q' character is a subtle hint towards a chilli. We found the font Champion Gothic gave us the textural quality we were looking for. Visually we chose to offset the type with a selection of Mexican inspired fun illustrations to support the overall positioning of the brand ‘A Taste of Mexico’. We created a textural experience at all customer touch points, using carefully chosen materials such as Antique Vellum Straw paper and biodegradable packaging. Even the takeaway bags are stamped by hand.

Indication of how successful the outcome was in the market

Following Taqado’s successful launch in the Mall of the Emirates, they will be launching a further 6 outlets by the end of 2013. Taqado has been extremely well received in Dubai and have had numerous request for international franchising.