Brand Guide

Logo, color, type, voice and motifs for the rebuilt Don Joaquín brand.

Why this matters

A brand is a promise people can recognize in half a second, on a phone, in a feed. Every ad, flyer, tray liner and TikTok in this plan pulls from this one page, so the business looks like one business across five stores and every event.

Logo lockups

Don JoaquínStreet Tacos

Color

Chile

#B3261E

Primary

Masa

#F4E9D8

Background

Carbon

#1C1714

Text & dark sections

Marigold

#F2A900

Accent & badges

Lime

#5E9B35

Secondary & success

Papel

#FFFFFF

Cards

Typography

Display: Bricolage Grotesque 800

From one cart to all of Utah.

Accent: DM Serif Display italic

Happiness folded into a warm tortilla.

Body: Manrope 400 / 600

Grilled to order. Served with a smile. Asada, al pastor, lengua, suadero and fresh aguas frescas, made the same way for twenty years.

Voice: do & don't

“Grilled to order since the cart days.”
“Nobody leaves hungry.”
“¡Buen provecho!”
Short sentences. Natural Spanish, untranslated.

Don't

“Elevated authentic Mexican cuisine experience.”
“Our culinary journey…”
Translating every Spanish word in parentheses.
Leading with the word “authentic.”

Motifs

Papel picado strip

Stamp badge

Grill-mark divider

Photography direction

Close, steamy, grill-side. Hands and tortillas. Real crowds in line. Don Joaquín smiling at the grill. Warm night light, never flat studio lighting. No stock-photo plates on white.

Sample social tile

Taco Tuesday

Buy 4 tacos, get a free agua.

Grilled to order. Served with a smile.

5 Utah County locations

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