Gordo Taqueria

We knew that Gordo’s 40-year legacy was an asset that should be highlighted during their rebrand. That meant looking to the past to inform the future — nodding to the history their customers had come to know and love. The goal was to welcome a new wave of clientele with a modern brand while allowing nostalgia to keep a seat at the table. We chose an approach that was inspired by Gordo’s roots in San Francisco and the rich heritage of Mexican food.

Our exploration led us to a sans-serif logotype approach that evokes lighthearted fun, into which we worked some handmade character that reflects the authentic food preparation. We created an elaborately storied system around it that feels friendly, heritage-rich, and community-focused by layering patterns and vibrant colors with symbols that blend Mexican and San Franciscan pride.

We created their marketing site to be a full-on fiesta of the heritage-driven narrative. After defining a cheeky verbal identity and visual language strategy, we sprinkled some fun Spanglish copy over quirky graphic tableaux. Infusing the design with vibrant colors, hand-lettered type, and a comical series of illustrations we fondly titled “Los Tontos,” the site took on a life of its own. Appealing to newcomers and diehard fans alike, the new user experience we designed and implemented in development allowed the Gordo team to take online orders, showcase their new locations, and update their ever-evolving menu with ease.