Alicia's Tamales: Identity Design & Brand Guidelines

Through La Cocina, a San Francisco nonprofit that helps low-income women and immigrant entrepreneurs launch and grow food businesses, I created a logo and brand guidelines for Alicia's Tamales Los Mayas. Alicia Villanueva started with her own tamale cart as a way to support her family. She has since moved into a 6,000 sq. ft. factory, and is selling her tamales in grocery stores throughout the Bay Area.

Tools: Marker, Photoshop, and Illustrator

The identity centers on a handwritten typeface, reflecting the handmade, personal nature of Alicia's tamales, paired with a bold, carefree illustrated woman in a long, flowing skirt as the logo's symbol. Together, the mark captures Alicia's own story: her warmth and craft as a maker, and the boldness it took to grow her business from a single cart into a thriving, grocery-store-stocked brand.

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