Tacos El Precioso brings fun and vibrant Mexican food to Oakland and beyond with their frequent pop-up events and full-service catering. Owner Devin Gonzalez crafts each menu offering based on the foods he grew up with as a child in Texas, influenced by his Abuelas home cooking, and love for the Bay Area’s abundance of people on the hunt for fresh and vibrant flavors.
Devin wanted the branding of Tacos El Precioso to be as colorful as the food he creates and the culture that he grew up in. I took cues from the colors and expressions used in the traditional burro shaped piñata to drive the overall palette and energy of the branding. The typography used throughout all pieces is inspired by the hand-painted window signs of various mercados and lavenderias in the Bay Area.
Along with the initial branding, I continue to provide support for the Tacos El Precioso social channels for pop-up events and benefits. Below are a handful of social posts.
For special events I’ve animated the little burro in a myriad of ways and for static posts I make sure to roll in the branding of the partnering restaurant or venue while ensuring that Tacos El Precioso also stays on brand.