luna's mexican street food

Using the energy of the street food scene as inspiration, the branding for Luna’s Mexican Street Food in Ann Arbor, Michigan is bright, angular and fun. The irregular triangular letterforms craft a logo that conveys a fun energy, while also referencing the forms of tortilla chips and taco shells. The angular forms are also present in the icon set that is used in the simple to understand menu.
Broken down into 5 steps (dish, base, protein, toppings, salsas) and representing each items as an icon, ordering is fast and simple. The colors used reference fresh lettuce, avocado, corn and other fresh produce. The branding extends to the take-out menus, uniforms, signage, packaging, as well as a painted mural on the side of the restaurant.
environmental graphics