2013 Winners & Shortlists

Brief Explanation

We wanted the ambience to define the essence of a street vendor, cooking with authentic ingredients, just like you’d find at a sizzling kitchen in San Fernando, California.

The Brief

Taqado is a new Mexi-Cali restaurant concept originated and launched in the UAE. Create an environment that supports the overall positioning of the brand ‘A Taste of Mexico’. “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.”

How the final design was conceived

The environment is modern and urban with a touch of vibrancy. A mixture of stainless steel, etched typography on reclaimed wood and earthy colours set the tone. Displays of the unique illustrations complete the setting. The uniforms, baskets of fresh fruit and vegetables, a chalk board menu, recycled bottle chandelier, hand painted nachos stand all embody the brands fresh and friendly philosophy.

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.