El Rey Coliman
BRANDING SYSTEM | ART DIRECTION
PROJECT OVERVIEW
My grandparents, with the help of my uncle, established the El Rey Coliman food truck in April of 2010. The El Rey Coliman food truck specializes in authentic Mexican food and American favorites. Serving everything from burritos & tortas to hamburgers & sandwiches; El Rey Coliman wants its consumers to leave with their stomachs full and their hearts content.
BRAND CHALLENGE
El Rey Coliman has a lot of competition among other food trucks in selling Mexican cuisine. The new branding system will focus primarily on distinguishing the food truck amongst other businesses while maintaining the essence of the Aztec symbol of Colimotl.
CREATIVE OBJECTIVE
Adding a modern edge, by including a simplified logo and revamped typography, will help give the food truck a more contemporary feel. Spell checks and a consistent color palette will also help distinguish the truck's renewed identity.
TAGLINE
COMA Y TOME (EAT AND DRINK)
A COMER Y A TOMAR QUE EL MUNDO SE VA ACABAR ( LET'S EAT AND DRINK, BEFORE THE WORLD ENDS)
CURRENT BRANDING
There is some consistency to the current branding, but a lot of the information on the truck, menu, and business cards needed to be organized. There's a lack of a common type treatment, lack of hierarchy and which then could confuse the customer and lead to many questions.
IDENTITY
LOGO
The logo was derived as a simplification of the original Colimotl drawing. Colimotl was known to be a mythical hero in Aztec culture among the area in Colima. Therefore, the mark is influenced from Aztec hieroglyphs and symbols.
ALTERNATE LOGO
For alternate uses when the whole seal won’t be included in the design, there will be a color version of the font that will take its place. The red and blue variation of the logo will be used when the background image is one of the colors from the palette
COLOR PALETTE
The colors chosen are reminiscent of bright and bold Mexican color schemes and similar to that of the New Mexico state flag, the state where the business originated.
TYPE PALETTE
The display type used will be Bernier Shade and will mainly be used for the title of the company. The variations of Nexa Rust Sans Book, Black will be used for the tagline and content
TOUCH POINTS
BUSINESS & STAMP CARD:
The business card would be used for formal contacts, whereas the stamp card would be handed out the first time customers would purchase a meal.
STAMP
The stamp will be used for the reward cards for returning customers and by the 6th return, they get a free meal.
TAKE OUT BAG
If the customer is ordering food to go or if they can't finish their food, El Rey Coliman would offer a brown bag to take their goods home.
TRUCK & PAPER MENU
The truck side will have a large menu that would show all its offerings in a gold yellow color to catch the eye of the customer. The paper menu will be pretty similar but on an 11 by 17 format and the alternate side of the menu will have a Spanish menu to promote to the Latin rich area.
APRON
In an environment where food handling may
be rushed and can cause a few spills, the Rey Coliman apron would be ideal for the employee. The apron would have the logo and slogan brandished over their chest, the apron would have long pockets to accommodate the cook.
MERCHANDISE
T-SHIRT
For the customer that couldn’t just get enough without a meal, the shirt would have the amusing slogan of “let’s eat and drink, before the world ends”.
PINT GLASS
The pint glass would be another collectible for those that enjoyed their visit to the food truck.
LABELS & STICKERS
With a wide variety of burritos to sort from, there would be a system of stickers to separate them from each other. The stickers with color and circular frame around it would be for the special burritos, the ones with the rectangular lining would be for the pre-made burritos and finally, the white stickers with the frames would indicate if the meal came with an extra ingredient.
FOOD TRUCK
The truck would utilize the color palette for an overall eye catching experience. The truck will be painted blue and patterned with its new design elements.