Bésame Morenita: Tacos que saben amar.
Branding, Brand Experience, Art Direction, Digital.
Category
Food & Beverage
Location
San Andrés Islas, Colombia
Year
2023
Deliverables
Branding, Brand Experience, Art Direction, Digital, Creative Consultancy.
Bésame Morenita is a Mexican taqueria with a profound Pacific influence, born from the cultural exchange that occurs on both sides of the North American border. It draws upon its aesthetic idiosyncrasy to shape a discourse as fresh as its cuisine, rooted in love.
From its name, we aimed to establish a conceptual difference, distancing the brand from the typical 'bandit' figure. Bésame Morenita is a love story, a manifestation of devotion to women and their sensuality. Its connection to Californian culture naturally places it in a positive, almost perpetually, good vibe. Opening on the island of San Andrés, in the midst of the sea of seven colors, Bésame should only be associated with good times.
The symbol subtly outlines the silhouette of feminine lips but also forms a wave and a landscape. The sun sits atop to the right of this 'horizon,' doubling as a beauty mark, a detail that adds a flirtatious touch to both the brand personality and the graphic style. The stroke is organic, resembling a handwritten note.
The rest of the visual system is another cultural blend—Californian aesthetics and its laid-back graphics, and the signage found in traditional Mexican taquerias. Balancing such typographic richness was a delightful challenge, but that’s precisely what creates a distinctive aesthetic for Bésame Morenita. Also supported by a brick tone, in reference to mid-20th-century Mexican architecture.
This taqueria emerges in an alley, as if there's a better place to enjoy a taco, on the island of San Andrés in Colombia. The idea of integrating local ingredients and achieving a fusion with traditional tacos brings forth an exchange and undoubtedly a flavor that is a magnificent novelty for the island.
Sean bienvenidos a Bésame Morenita, where tacos are a love story.
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Branding, Brand Experience, Art Direction, Digital, Creative Consultancy.
Branding, Brand Experience, Art Direction, Digital, Creative Consultancy.