El Propio Carlos

Branding project for a local food truck brand in the middle of an expansion into a franchise.

One of the best things about my city is the food, so it was a dream come true when the people of ‘El Propio Carlos’ came to me to create a brand for them. Even though they exist since 1984 and are a regional culinary patrimony they never bothered making a logo or any graphical distinction except for the colours red and white.

I had complete design autonomy and worked with the purpose of giving the brand a look that was both friendly and timeless, using their food as a centerpiece and with the message of ‘New Image, Same Flavour” we remained true to the roots of their values but gave it a look that attracted many people into the place.