- 項(xiàng)目：Gorditas Do?a Tota
- 設(shè)計(jì)：api(+)
- 攝影：Thomas McConnell
Gorditas Doña Tota was established in 1953 when founder Doña Tota began selling her homemade gorditas to workers from her street cart. Through hard work and a great product, this humble precursor to the now-popular “street food” concept has evolved into a successful Mexican fast casual chain of more than 200 locations. api(+) was commissioned to re-image the brand and develop a new prototype for the chain’s entry into the U. S. market. This 1,600 square foot Mexican fresh fast food concept announces Gorditas’ rich Mexican heritage through api(+)’s well-informed colors, materials and graphics selections. api(+)’s role in developing the fully branded environment included branding, logo and icon development, graphic communications, interior/exterior signage and decor, packaging, and print collateral.
Gorditas’ goal of connecting emotionally with first and second generation Mexican-Americans required api(+)’s close consideration of every aspect of brand communication. api(+) personified Doña Tota into an iconic logo mark, d on actual photographs, that conveys her warm personality, culinary skills, and impressive work ethic. The design solution features api(+) created inspired graphics throughout the restaurant, with one depicting Doña Tota’s first street cart in Mexico and her beloved Monterrey mountain range in the distance.
Doña Tota’s work ethic is honored through imagery featuring working hands preparing menu items, each image surrounded by Doña Tota inspired slogans proclaiming your need for strength to work harder! These hand-drawn icons are direct-to-substrate printed on wood panels and further enhance the fresh and hand-prepared quality of the fresh food offering.
api(+) reorganized the complicated menu by categorizing and physically separating items onto separate boards. The new solution also incorporates images of menu items printed on circular wooden forms adorning the order wall to improve ordering sequence.
