Tools: Marker / Adobe Photoshop / Adobe Illustrator
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 to support her family and has since moved into a 6,000 sq. ft. factory, selling her tamales in grocery stores throughout the Bay Area.
The identity pairs custom handwritten lettering, drawn by hand to reflect the handmade quality of her tamales, with a bold, carefree woman in a long, flowing skirt as the logo’s symbol. Together, they capture Alicia’s warmth as a maker and the boldness of growing her business from a single cart into a thriving brand.
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.
