Taqueria Del Sol is famous for its tacos, and infamous for its single, serpentine line ordering system. It’s a place where culinary theory and queue theory collide, and on any given day, you can find people in line, waiting upwards of thirty minutes to get their taco fix.
With three locations in the Atlanta area, Taqueria Del Sol is a fixture of fast-casual dining scene for the city, offering a brief, but exciting selection of food that is influenced by Memphis as well as Mexico. The new identity celebrates Taqueria’s bold approach to food service and openly embraces its customers’ love-hate relationship with the restaurant, establishing a tone that’s fun, casual, and cheeky. The identity uses bright color pops throughout to contrast the restaurant’s clean, white, industrial interiors. The type treatments are reinterpretations of vintage gas station signage and typography, referencing the restaurant’s practice of repurposing old buildings—including a gas station and an auto garage—to house their restaurants.
Big thanks to Jordan Dodson
