– Mexico City Street Foods
La Calle, an eclectic Mexican restaurant, wanted a brand identity that combined traditional dining with a truly authentic street taco food experience. Located in Houston, home to an endless supply of taco stands and Mexican restaurants, La Calle’s identity needed to stand out from the crowd and create a strong impression to Houstonians young and old. MonkeyTag was brought in to help create La Calle’s brand from scratch and design an identity that could easily evolve with a variety of restaurant materials and brand elements.
MonkeyTag’s key objective for La Calle’s brand materials was to incorporate the owner’s extreme passion for traditional Mexican culture with a touch of modern flare that would resonate amongst the Houston population. The logo needed to be inviting, energetic, and adaptable for print and online use. In addition, the restaurant wanted to support their brand with creative copy to communicate with consumers throughout their dining experience. What started as a logo design project, soon unfolded into a true exploration and understanding of the brand journey.
MonkeyTag started the identity creation with a mood board exercise to establish a clear direction of the look-and-feel. Next, research was done to explore different avenues in the Mexican culture, drawing inspirations from Mexican folklore and symbolic imagery. It was also important to capture and integrate all the essence and color vibrancies you would find in the local surroundings of the street taco stand into the aesthetics of the brand, environment, and restaurant experience. With a logo finalized, the team developed custom illustrations and distinct iconography patterns that would extend across multiple print, environmental, and online platforms. Content was then brainstormed – mixing lively taco banter and well-known Spanish phrases to engage the consumer.
For the La Calle brand, MonkeyTag designed and contributed creative copywriting for a complete brand identity package which included logo, business cards, letterhead, envelope, thank you card, iconography pattern, torta box, to-go bag, and web banners. MonkeyTag oversaw the brand build-out across restaurant collateral and additional items and met all deliverables well in time for the restaurant launch date.
As a final result, MonkeyTag successfully created a brand identity for La Calle that combined traditional Mexican symbolism in conjunction with modern design techniques and typography styles to unfold what the brand is today. The designs were built out across a variety of intricate brand materials that combined, helped craft La Calle’s story. The restaurant opened in February 2016, and has since been highly successful in the Houston area. A true testament to La Calle’s commitment to authentic taco culture.
Award Winner: 2017 Silver ADDY Award