Alfredo’s Taqueria
Food from the heart of Mexico.
Intro Insight Idea Impact
Comfort food Mexican style

Visit Alfredo’s Taqueria. Unknown to many, a legend to some. Try a taco, have a drink, sit back, relax and enjoy the good life. This refuge pays tribute to Mexican street food and its great mezcals.

2017 Brand strategy - Identity design - Imagery production - Spatial design

Mexican street food
Following the lifestyle and adventures of sock brand Alfredo Gonzales, this taqueria brings you all the great flavours from the heart of Mexico. Alfredo’s trails are hard to follow, but you can’t get closer than through the power of taste. Alfredo’s Taqueria offers the best Mexican street- and comfort food, serious drinks and urban culture.

Spatial concept
Together with founder Dennis Ebeli we shaped the spatial concept by creating contrasting zones through colour. Against a terracotta coloured backdrop, the La Cocina area has that authentic Mexican taco joint feel. Cosy and slightly chaotic, with lots of terracotta tiling and characteristic light boxes. In the blue coloured Bar Azul you can sit back and keep it real with a wide range of mezcals, cerveza and cocktails in a Ricardo Bofill inspired setting. El Piso Alto offers group experiences in the first floors’ living room. The pink is a striking contrast between the blue and terracotta colours in the other areas. Through the backdoor you enter the green zone. An urban garden with a jungle-like feel dotted with pink accents.

Identity and Branding
When expanding a strong existing brand like Alfredo Gonzales with another Alfredo brand, it’s like balancing on a tightrope. You want to keep the impact of the mother brand, but also distinguish the two so they become two strong brands on their own. Therefore Alfredo’s Taqueria is designed as two contrasting entities coexisting in one unified logo. Alfredo’s is written in the characteristic mother brand script font continuing its recognizability. The typography used for Taqueria is a bold compressed sans-serif font. As Alfredo’s layered on top, the hierarchy is quite clear. It celebrates a great brand while creating another.

A legendary restaurant
This Ricardo Bofill inspired Mexican restaurant is a popular destination in Rotterdam. Beyond the bold and daring interior, the coloured zones create distinct areas that highlight the versatility of Mexican street food. In an iconic building dating back to post-war reconstruction Alfredo’s Taqueria has earned its place in Rotterdam cuisine by serving great comfort food and authentic Mexican drinks.

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