Industry: Street Food / Festivals
Transylvania Tacos is a street food brand that offers:
• Mexican-inspired dishes
• festival food experiences
• on-the-go meals
• branded food truck service
• Mexican-inspired dishes
• festival food experiences
• on-the-go meals
• branded food truck service
The brand aims to communicate:
a playful fusion between Mexican culture & Transylvanian identity
a playful fusion between Mexican culture & Transylvanian identity
Tone of voice:
bold, fun & slightly theatrical
bold, fun & slightly theatrical
Target audience:
• festival-goers
• tourists visiting Romania
• international visitors familiar with Dracula & Transylvania
• young adults looking for unique food experiences
• festival-goers
• tourists visiting Romania
• international visitors familiar with Dracula & Transylvania
• young adults looking for unique food experiences
Project Objective:
Create a memorable and visually striking identity that stands out in crowded festival environments and builds a strong cultural narrative.
Create a memorable and visually striking identity that stands out in crowded festival environments and builds a strong cultural narrative.
Includes:
• Logo
• Visual System
• Food Truck Branding
• Menu Design
• Packaging
• Merchandise
• Social Media Assets
• Logo
• Visual System
• Food Truck Branding
• Menu Design
• Packaging
• Merchandise
• Social Media Assets
LOGO
The logo is built as a playful and expressive style, inspired by both Mexican culture and Transylvanian folklore:
• the text is designed in the shape of a smile, reflecting the friendly and playful personality of the brand;
• the two red chili peppers act as vampire fangs, subtly referencing Dracula and Transylvania;
• this combination merges Mexican culinary elements with Transylvanian identity, creating a unique and memorable brand style.
• the text is designed in the shape of a smile, reflecting the friendly and playful personality of the brand;
• the two red chili peppers act as vampire fangs, subtly referencing Dracula and Transylvania;
• this combination merges Mexican culinary elements with Transylvanian identity, creating a unique and memorable brand style.
To ensure consistency, the project also defines:
• a primary and secondary logo for different applications;
• background variations for diverse uses;
• a grid system and safe space rules to maintain proper visibility and balance.
• a primary and secondary logo for different applications;
• background variations for diverse uses;
• a grid system and safe space rules to maintain proper visibility and balance.
Typography
Typography is bold and expressive.
• inspired by traditional Mexican lettering styles
• optimized for readability in fast-moving environments
• adds personality and cultural context
• inspired by traditional Mexican lettering styles
• optimized for readability in fast-moving environments
• adds personality and cultural context
Color System
The palette uses green, yellow, and red tones:
• inspired by Mexican cuisine;
• high contrast ensures visibility in outdoor settings;
• supports a festive and energetic atmosphere.
• inspired by Mexican cuisine;
• high contrast ensures visibility in outdoor settings;
• supports a festive and energetic atmosphere.
GRAPHIC SYSTEM
The pattern system is inspired by traditional Mexican decorative art, using repetition and geometric compositions to create visual rhythm and energy.
Applications
The identity expands across:
• packaging and takeaway materials;
• staff uniforms;
• festival signage and props;
• branded merchandise.
• packaging and takeaway materials;
• staff uniforms;
• festival signage and props;
• branded merchandise.
The truck is treated as the main brand asset:
• large-scale graphics maximize visibility;
• color and typography attract attention from distance;
• creates an immersive brand experience.
• large-scale graphics maximize visibility;
• color and typography attract attention from distance;
• creates an immersive brand experience.
Menu is designed for speed and clarity:
• easy-to-scan layout;
• strong hierarchy for quick decisions;
• consistent with overall visual languag.
• easy-to-scan layout;
• strong hierarchy for quick decisions;
• consistent with overall visual languag.
Social Media
The social media system relies primarily on on-location photography and video content, capturing the vibrant festival environment and the food experience:
• visual consistency is maintained through the brand color palette;
• images and short clips showcase the truck, dishes, and interactions with customers;
• supports storytelling and engagement without needing heavy graphic overlays.
• visual consistency is maintained through the brand color palette;
• images and short clips showcase the truck, dishes, and interactions with customers;
• supports storytelling and engagement without needing heavy graphic overlays.
Transylvania Tacos emerged as a distinctive food truck, offering visitors a memorable experience and integrating Mexican cuisine with Transylvanian folklore through a bold and engaging visual design.
A complete visual identity crafted by me, demonstrating concept development, design execution, and strategic application.
