BACKGROUND
Nixtamal is a classic taqueria originally located in Corona, Queens. In 2019 it's moved its operation to Lower East Side inside the Market Line. This taquería pride themselves in making their own tortilla, and the name of the business is derived from Nixtamalization, a process of preparation for maize for tortilla by cooking it in alkaline water.
Branding
To differentiate Taqueria Nixtamal from its wholesale division, Tortilleria Nixtamal, we developed new brand identity. The new brand comes with its own color palette, photography, and rules for typography to ensure the distinction between the subsidiary of businesses is made clear in the eye of the customer.
Packaging + New Products
During the 2020 pandemic, we worked with Taqueria Nixtamal to develop a series of taco kits, take-home chips and guacamole, and provided them with a new packaging system. We also support them by bootstrapping a simple e-commerce website that allows them to sell their kits online, as well as creating the photography assets for their marketing purposes.
Nixtamal at US OPEN 2022
Nixtamal participated as a vendor for US OPEN 2022 in Queens New York. We work with the Nixtamal team as well as the US OPEN team to get the booth, signs, and menus designed and fabricated.
Nixtamal at Citi Field
Selected to be the official taqueria for the NY Mets, Nixtamal engages us to design their station at the stadium.
We cover the entire structure in the brand color and give much-needed visibility in a busy space like a stadium. The booth is designed to cut the visual noise while still able to persuade the visitor to get some of the Nixtamal signature tacos.
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