Menu Redesign

Rockitacos is a Mexican-American food catering business located in Kenosha, Wisconsin. During my time at Carthage, I began to learn more about the owners of Rockitacos since their company served students at the college. With personalized service and delicious food, I felt compelled to propose design and photography solutions to the business owners.

After learning that the business needed a formal graphic designer or photographer, I learned more about the owners and the company through in-person and digital communication to craft design and photographic projects. The goal was to develop a professional-looking brand identity by altering previous material and creating consistent digital design elements with graphics and photography.

ABOUT

These are the original menus displayed in a Carthage Student Union Kitchen front.

These are the original menus displayed in a Carthage Student Union Kitchen front.

For the rebranding, Rob, the business owner, gave me a significant amount of creative freedom. Keeping in mind “El Luchador”, Mexican Quentin Tarantino Westerns’, his family’s Mexican heritage, and the restaurant where he took his wife on their first

For the rebranding, Rob, the business owner, gave me a significant amount of creative freedom. Keeping in mind “El Luchador”, Mexican Quentin Tarantino Westerns’, his family’s Mexican heritage, and the restaurant where he took his wife on their first date, she searched for inspirational images. On a moodboard, she compiled colors, images, and font choices that supported a variety of aspects of Rob’s vision.

While I learned about Rob’s business, he communicated the influence of his Mexican heritage on his business. Thus, she reworked the iconography of "El Luchador," which means wrestler in Spanish, to pay homage to his family's Mexican culture. Not only

While I learned about Rob’s business, he communicated the influence of his Mexican heritage on his business. Thus, she reworked the iconography of "El Luchador," which means wrestler in Spanish, to pay homage to his family's Mexican culture. Not only did it tie to heritage, but Rob told me that el Luchador represented his youngest son Junior. Previously, he had a similar wrestling character from a cartoon that was trademarked. Continuing to use that character could have caused foreseen legal issues in the future. In general, he chose to use an Old English font in his logo to appeal to Quentin Tarantino's Mexican Westerns.

I felt that a San serif typeface would complement the logo instead of the original typeface, which was a handwritten aesthetic. San serif typefaces gained prominence in contemporary culture. Thus, using san serif typefaces symbolizes the modern twist

I felt that a San serif typeface would complement the logo instead of the original typeface, which was a handwritten aesthetic. San serif typefaces gained prominence in contemporary culture. Thus, using san serif typefaces symbolizes the modern twist that rockitacos takes on traditional Mexican food.

To represent the difference between the day and night menus, I replaced the light with dark colors on the main elements of the design, using the original color palette she developed. She created lighting effects on icons and the logo to represent a n

To represent the difference between the day and night menus, I replaced the light with dark colors on the main elements of the design, using the original color palette she developed. She created lighting effects on icons and the logo to represent a neon sign aesthetic. Lastly, she incorporated finishing touches such as shadowing and textures to create the illusion of depth and worn paper.

The menus were designed for 50 TVs that were displayed as menus in the front of an industrial food counter. Unfortunately, due to communication issues, the menus were unable to be displayed in the established location. However, I finished the menu si

The menus were designed for 50 TVs that were displayed as menus in the front of an industrial food counter. Unfortunately, due to communication issues, the menus were unable to be displayed in the established location. However, I finished the menu since she wanted to see it through.

Here is a hypothetical mockup of what the day menus would look like for their intended purpose, as a digital menu for a restaurant's kitchen.

Here is a hypothetical mockup of what the day menus would look like for their intended purpose, as a digital menu for a restaurant's kitchen.

Here is a hypothetical mockup of what the night menus would look like for their intended purpose, as a digital menu for a restaurant's kitchen.

Here is a hypothetical mockup of what the night menus would look like for their intended purpose, as a digital menu for a restaurant's kitchen.