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How My Ideas Began

It all begins with inspiration. A childhood memory, a culinary trend, or a cultural tradition. For me, it often starts with a spark ignited by diverse cuisines and flavours from around the world. From the fiery spices of Oaxacan mole to the delicate sweetness of Veracruz-style seafood in a bustling Mexican market, each experience adds a layer to the canvas of possibilities with each region allowing a unique culinary identity that captivates the palate and ignites the imagination. Drawing inspiration from this wealth of cuisine treasures. I embarked on a quest to extract the essence of Mexican street food into a singular, vegan, unforgettable experience.

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The journey begins with research, delving deep into the heart of Mexican street food culture. Immersing myself in the bustling markets of Mexico City, exploring roadside Taquerías in Puebla, and savouring the delights of beachside Cevicherías in Baja California, I extract insights into the diverse array of flavours, ingredients, and cooking techniques that define the landscape. This first-hand experience serves as the foundation upon which my creative vision takes shape.

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As ideas begin to flow, the idea phase began. Here, my imagination runs wild as I envision bold flavour combinations, inventive culinary twists, and playful presentations that pay respect to Mexican culinary traditions while also pushing the boundaries of creativity. Drawing from a palette of fresh, locally sourced ingredients – from ripe avocados and tangy tomatillos to fragrant cilantro and smoky chipotle peppers – I weave together a wide range of flavours that show the spirit of Mexico's streets. 

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The Process

Prototyping is an key part of the process, allowing me to bring my ideas to life in a noticeable form. Setting up a makeshift street food stall, I experiment with recipes, refine flavour profiles, and fine-tune presentation techniques. From classic street tacos and Elote slathered in spicy mayo and cotija cheese to innovative takes on traditional dishes like Chilaquiles nachos and the originally mole inspired chicken wings but my idea is to make a 100% plant based versions as this is  a vegan/ vegetarian street food, each iteration brings me one step closer to the perfect Mexican street food experience.

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I've been getting feedback from friends, family, and fellow food enthusiasts basically since I began this project, I did this to  provide me with valuable insights that guide further refinements and adjustments. Whether it's tweaking seasoning levels or rethinking plating aesthetics, every suggestion is carefully considered in the quest for culinary excellence.

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Finally, after countless hours of experimentation and refinement, the vision that I once had blends into the final Mexican street food design. It's a celebration of flavour, culture, and creativity a design for the senses that mentally bring diners to the bustling streets of Mexico City or the sun-drenched beaches of the Yucatán Peninsula with each bite.

Idea Development Knowledge

Cultural Relevance: The logo should reflect the rich cultural heritage of Mexican street food. As with any good logo, simplicity is key. The design should be easily recognizable and memorable, ensuring that it stands out among the crowded street food market.​

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Authenticity: Authenticity is crucial in food branding. The logo should communicate the authenticity of the Mexican street food experience, perhaps by using traditional food items or cultural symbols.

 

Versatility: The logo must be versatile enough to be used across different mediums, including food trucks, packaging, menus, and social media. It should be effective in both colour and monochrome formats.

 

Typography: The choice of typography can significantly impact the perception of the brand. Fonts that evoke a sense of tradition, such as script or hand-drawn styles, can be particularly effective for a Mexican street food logo.​

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Developing the Brand

Brand Identity: The logo is a key component, but the overall brand identity includes colours, typography, imagery, and messaging. For a Mexican street food brand, using vibrant colours and lively images can convey the excitement and flavour of the cuisine.

 

Creating an emotional connection with the audience is vital. This can be achieved by highlighting the sensory experiences associated with the food—its taste, smell, and the joy it brings. Customer engagement through social media and on-site interactions is also important.​Consistency: Maintaining a consistent look and feel across all touchpoints ensures that the brand is easily recognizable. This includes the use of the logo, colour scheme, fonts, and imagery in all marketing materials, both online and offline.​

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Adaptability: While consistency is key, the brand should also be adaptable to different contexts. For instance, special editions of the logo for festivals or holidays can keep the brand fresh and relevant.​

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Case Studies and Examples

Taco Bell: While not a street food brand, Taco Bell’s logo and branding strategy offer insights. The use of a bell in the logo is simple and memorable, and the vibrant colour scheme reflects the lively nature of Mexican cuisine. Their branding strategy includes consistent use of these elements across all platforms.​Elote Loco Food Truck: This food truck’s branding effectively uses traditional Mexican motifs and vibrant colours. The logo features an ear of corn (Elote) with a playful, hand-drawn aesthetic that reflects the fun and authentic nature of the food they serve.

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