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Taco Bueno logo. Yellow speech bubble with the word Bueno in bold black handwritten lettering, above the text Taco Bueno on a red background.

Taco Bueno
Bueno Means Better

Service
Visual Identity, Branding
Client
Taco Bueno
Agency
Pocket Made
Technology
Figma, WordPress
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Engagement Increase 147% Increased engagement across interactive ads and social activations, driven by campaigns focused on authenticity rather than following trends.
Check Growth at Test Locations +3% Sales increased across 12 test restaurants after the brand relaunch, demonstrating that the brand strategy directly improved in-store performance.
Campaign Channels 6 Out-of-home, digital, social, email, website, and in-store channels all reflected a unified brand voice, ensuring consistency at every touchpoint.
My Contribution

I led brand strategy, messaging platform development, and visual system design across all six channels. I distilled research into a clear positioning focused on "Made Fresh Daily" authenticity and built the creative framework that established a distinct, ownable voice for Taco Bueno for the first time in years.

The
Brand

Revitalizing a legacy Tex-Mex brand with updated strategy, storytelling, and design.

Founded in 1967 and based in the Dallas–Fort Worth metroplex, Taco Bueno has become a Tex-Mex staple with over 160 locations across the Southwest. While their food remained fresh and flavorful, the brand story needed revitalization. The challenge was to modernize the concept of “fresh” in a fast-casual environment while preserving the authentic, handcrafted experience customers valued.

The
Challenge

After years of following competitors’ marketing trends, Taco Bueno’s messaging lacked distinction. Our objective was to:

  • Distill thousands of pages of research into a clear, actionable brand strategy.
  • Reconnect Taco Bueno’s messaging and visuals to what mattered most: real ingredients, made fresh every day.
  • Craft a platform that could flex across OOH, digital, email, social, and in-store campaigns.

User testing revealed that customers valued authenticity over novelty. Taco Bueno’s strength was sincerity, not speed.

What
We Did

Strategy + Positioning

  • Developed a new messaging platform focused on “Made Fresh Daily” authenticity.
  • Established voice pillars that balance humor, honesty, and appetite appeal.
  • Reinstated brand guidelines to prevent future deviation from core values.

Visual & Content System

User testing confirmed that customers preferred authenticity over novelty. Taco Bueno’s advantage was sincerity rather than speed.

  • OOH & Billboard Campaigns: “Making our first batch of guacamole 6:47 AM.” This provided a real-time demonstration of freshness, showcased on city skylines.
  • Digital & Interactive: Launched the viral #Shellfies social campaign to celebrate customers’ best taco experiences.
  • Email Experience: Designed engaging layouts with messaging such as “We want to fill your stomach, not your inbox.”
  • Website + Microsite: Introduced “The Bean Cam,” a live stream demonstrating that Taco Bueno’s beans are made from real ingredients, not canned.
  • Retail + Print Collateral: Developed in-store menu boards and promotional cards featuring bold typography, texture, and cues of authenticity.
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http://Taco%20Bueno%20restaurant%20exterior%20with%20a%20large%20Bueno%20logo%20sign%20on%20the%20roofline%20and%20a%20branded%20food%20truck%20parked%20in%20front.%20The%20food%20truck%20features%20bold%20typographic%20graphics%20including%20the%20words%20Tasty,%20Delicious,%20Fresh,%20Spicy,%20Yum,%20Yes%20It's%20Bueno,%20Follow%20Me%20to%20Bueno,%20and%20the%20website%20tacobueno.com%20on%20a%20red%20and%20orange%20background.
http://Snapchat%20Shellfies%20campaign%20showing%20a%20smartphone%20with%20a%20selfie%20of%20a%20young%20man%20biting%20into%20a%20taco%20using%20the%20Taco%20Bueno%20Snapchat%20lens,%20surrounded%20by%20a%20bowl%20of%20guacamole%20and%20tortilla%20chips%20on%20a%20wooden%20table.

The
Results

  • Engagement across interactive ads and social activations increased by 147%.
  • The 12 test restaurants experienced a 3% increase in check growth.
  • User sentiment improved significantly, particularly regarding perceptions of “fresh,” “authentic,” and “made from scratch.”
  • The revitalized identity system renewed both internal pride and external interest.

Visual & Content System

User testing revealed that customers valued authenticity over novelty. Taco Bueno’s strength lay in sincerity rather than speed.

Project
Highlights

  • Social Campaign: #Shellfies led to a surge in user-generated content.
  • Out-of-Home: The “6:47 AM Guacamole” billboard highlighted authentic storytelling.
  • Website Feature: The Live Bean Cam promoted transparency and increased engagement.
  • Email Marketing: Conversational design improved retention and customer satisfaction.

The
Takeaway

This rebrand focused on trust, authenticity, and quality. Taco Bueno rediscovered its purpose and, as a result, its distinctive flavor.

When food is made with real ingredients, the story becomes clear. The key is to serve it fresh.

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Central, Florida
Linkedin
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