America’s Best Mexican Food

When it comes to Mexican food, Tucson proudly claims the title of “America’s Best.” From sizzling street food to family-owned gems hidden in colorful barrios, Tucson’s Mexican food scene is a melting pot of passion and heritage.

As an official UNESCO City of Gastronomy with that south of the border, Sonoran spice, Visit Tucson needed tasteful visuals to promote their new initiative — a spicy revamp taking the brand from the lengthy and confusing phrase of ‘Best 23 Miles of Mexican Food’ to the declarative claim of ‘America’s Best Mexican Food’.

the process

The visuals needed to represent Tucson’s high-end Mexican dining, the hole-in-the-wall gems, the mom and pop classics, and everything in between. I drew inspiration from the restaurant storefronts you see in Mexico with handwritten type, bold colors, and roughened scripts.

During the process, I iterated several different visual identities, all with a different type and feel. The final look is a brand that is declarative, authentic and a little rough around the edges.

Once the lockup was designed, I wanted to give the visuals a little kick with a custom pattern. I initially played it safe with some clean, precise vectors in Illustrator but quickly realized that this brand isn’t about perfection; it’s about authenticity. I decided to take a step away from the screen and into the kitchen. Armed with some of the most iconic ingredients of Mexican cuisine—onions, limes, cilantro, and jalapeños— , ink and paper, I stamped these ingredients to create organic textures and shapes.

Once I had several sheets, I scanned them in and brought them back online for some photoshop magic. The result is a pattern that feels true to the brand’s position: vibrant, rugged, and full of flavor.