The Brand
Cone is a Mexican food brand serving tacos, quesadillas, elotes, esquites, churros, and other beloved antojitos mexicanos. The name "Cone" embodies the quick-grab, to-go food idea, celebrating the finger-food convenience of Mexican street eats. It's designed for people who crave bold flavor, playful energy, and the joy of delicious food without the fuss.
The Objective
To create a full visual identity with a mascot character that captures the vibrant, fun-loving spirit of Mexican street food culture. The brand needed to feel approachable and craveable, with a personality that's instantly recognizable and impossible to ignore, appealing to anyone who loves flavor and doesn't take themselves too seriously.
The Solution
We developed a bold, character-driven identity rooted in Mexican food culture with modern, playful appeal. The logomark cleverly combines an abstract hand with fingertips reaching for food like a circular "O", reinforcing the grab-and-go spirit. At the heart sits a cheerful taco mascot with sombrero and guitar, bringing cultural warmth without feeling overly traditional. The coral-red and cream palette evokes both mercado energy and handmade comfort, while hand-drawn food illustrations, playful taglines like "Let's Taco 'Bout It," and bold typography create a joyful system ready for packaging, storefronts, social media, and beyond.
