At Laredo Taco Company (LTC) authentic Tex-Mex reign supreme. It’s a place where customers can “fill up” their stomachs, coolers, gas tanks, all in one stop. They are known for their border-style flavors and fresh ingredients wrapped in a one-of-a-kind hand-rolled tortilla, even Anthony Bourdain approves.

As Lead Designer on this QSR account, I was responsible for vital brand components, various touch-points across campaigns as well as project and art direction delegation to other designers. After a full year of the rebrand, LTC sales increased 5.2% and continued to improve month to month. A/B testing and retargeting strategies were tested, lowering cost per acquisition by 8%. 

The brand voice is upbeat–bold headlines showcase the brand’s personality, communicating LTC’s passion and commitment to authentic tacos; they’re strategically placed over vibrant gradient blends to compliment the food photography. Custom typography, in the spirit of woodcut and linocut art, represents the same handcrafted care LTC puts in their food.

Below are some creative brand pieces that range across PoS window clings and social media, digital ads. These pieces have been featured across 450 stores reaching over thousands of hungry customers across several states.