At Laredo Taco Company (LTC) authentic Tex-Mex reigns supreme. A place where customers can “fill up” their stomachs, coolers, gas tanks, all in one stop. Known for their border-style flavors and fresh ingredients wrapped in a one-of-a-kind hand-rolled tortilla, even Anthony Bourdain approves. The problem was, no one knew them by name, referring to their authentic on-the-go food as “Stripes Taco”. No brand awareness or recall. 

As Lead Designer on this QSR account, we built an integrated campaign building the brand from the ground up, making sure each touchpoint reinforced the LTC brand. I was responsible for creating the core brand components: foundation for the visual identity, templates and design guide, and various brand campaigns throughout the year.

In this process, I managed and mentored art direction to external freelancers, producers and designers for design delivery. 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 tested, lowering cost per acquisition by 8%.