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Bringing Mexican cuisine to the mountains in a vibrant and approachable way.
It all began with a successful food truck nestled in the mountains of Grand County, Colorado. As the wheels started turning on their first brick-and-mortar, Shreddy's reached out for help with their brand. They wanted to refine their current direction and flush out a comprehensive visual identity to scale with them as they grow into this next chapter.
By weaving mountainculture with a deep love of Mexican food, Shreddy’s new identity was formed.
Free-spirited Neo-Mexicanism brings Baja to the mountains in an edgy yet approachable way. Combining geometric Aztec forms with a bit of grunge, this brand takes on a modern Mexican vibe that embraces snow, skate, and taco culture.
“I wanted to bring that Chicana style to the mountains. Celebrate my Mexican and snow culture.”
- Eddy F., Co-Founder, Head Chef
As sketches were refined and key graphics developed, a balance was struck between the playfulness of snow culture and the seriousness of Mexican cuisine. The key was to avoid coming across as cliché, straying away from stereotypical imagery like sombreros, maracas, mustaches, etc.
The identity unfolds as a modern love story of tacos and totopos after a day on the slopes with your family and friends. Chill. Vibrant. Fun.
When Shreddy's first approached us, they expressed a love for their original mark but knew they needed to refine their look to scale. Our challenge was to create a new visual identity that honored their roots while enabling growth.
Together, we crafted a solution that offers the flexibility to pivot and expand. By streamlining their look and enhancing their brand, we empowered Shreddy's to confidently embrace new opportunities in a new market.
