A Fresh Take on Tradition

The identity was built around a simple idea: plant-based food should feel just as familiar, satisfying, and approachable as the taquerías people already know and love. Food photography, playful messaging, and a warm visual language place the experience of eating first, allowing the brand’s values to come through naturally

Made with Character

A new logo, vibrant color palette, illustration system, typography, and conversational tone came together to give Amor del Bueno a recognizable personality. Inspired by the visual energy of traditional Mexican food culture, the system balances humor, warmth, and boldness while keeping the brand’s plant-based philosophy present without making it feel restrictive.

The identity was designed to live naturally across every part of the taquería, from menus and uniforms to cups, packaging, signage, and social content. Consistent graphics and playful copy turn everyday touchpoints into part of the experience, creating a brand that feels cohesive, memorable, and distinctly Amor del Bueno.