Overview

Baja Buns is a vibrant food truck blending California's bold flavors with the energy of Mexican street food. Specialising in , the brand's identity captures Californian sunshine and Mexican influences, standing out while staying true to the founders' vision.

Overview

Client

Baja buns

Role

Graphic Designer

Client

Baja buns

Role

Graphic Designer

Project Type

360 Brand Creation

Timeline

6+ Months

Project Type

360 Brand Creation

Timeline

6+ Months

Challenge

Launching a new brand in the saturated food truck market meant Baja Buns needed a distinct identity to attract attention and leave a lasting impression. The challenge was to create a visual system that:

Reflected the founders’ vision of a fun, sunny Californian aesthetic.
Appealed to both casual foodies and festival-goers.
Was versatile enough to work across truck signage, packaging, and social media.

Challenge

Reflected the founders’ vision of a fun, sunny Californian aesthetic.
Appealed to both casual foodies and festival-goers.
Was versatile enough to work across truck signage, packaging, and social media.

Challenge

Develop a bold and eye-catching visual identity.

Design a logo, colour palette, and packaging that exuded fun and flavour.
Create social media assets to generate buzz before the launch.ns is an exciting new food truck concept inspired by the bold flavours of California and the vibrant energy of Mexican street food culture. Specialising in sliders and burgers, the founders wanted a brand that would capture the spirit of their food while being visually striking and culturally rich.

Objective

Develop a bold and eye-catching visual identity.

Design a logo, colour palette, and packaging that exuded fun and flavour.
Create social media assets to generate buzz before the launch.ns is an exciting new food truck concept inspired by the bold flavours of California and the vibrant energy of Mexican street food culture. Specialising in sliders and burgers, the founders wanted a brand that would capture the spirit of their food while being visually striking and culturally rich.

Baja Buns was founded by twin siblings Sofia and Mateo Vargas, inspired by the vibrant street food culture of their Baja California, Mexico, hometown. Growing up on fresh fish tacos, smoky carne asada, and bold flavors, they brought their love of Baja cuisine to London after moving there at 13. Blending Sofia’s culinary creativity with Mateo’s entrepreneurial drive, they launched Baja Buns to share their heritage with a modern twist. Every bite celebrates their Mexican roots, London journey, and passion for uniting people through food.

Twin siblings Sofia and Mateo Vargas bring Baja California’s bold flavors to London. Moving there at 13, they fused Sofia’s culinary flair with Mateo’s drive to share their heritage with a modern twist. Every bite reflects their journey—Mexican roots, a London home, and a passion for food.

Research

I began by delving into Mexican street art, the traditions of Day of the Dead, and the street food culture in both California and Mexico. Key findings included:

Mexican art often uses bold, neon colours with intricate patterns and playful imagery.
Day of the Dead celebrations incorporate vibrant colours, floral motifs, and decorative skulls, creating a festive and welcoming atmosphere.
For food trucks, bold, high-contrast designs are essential to grab attention in busy environments.

I began by delving into Mexican street art, the traditions of Day of the Dead, and the street food culture in both California and Mexico. Key findings included:

Mexican art often uses bold, neon colours with intricate patterns and playful imagery.
Day of the Dead celebrations incorporate vibrant colours, floral motifs, and decorative skulls, creating a festive and welcoming atmosphere.
For food trucks, bold, high-contrast designs are essential to grab attention in busy environments.

Logo Development

The brand was built around the tagline “Baja in Every Bite,” reflecting Baja Buns’ mission to deliver bold, unforgettable flavors with a spirited and lively identity.

Following a word-mapping session and initial sketches with the clients, they decided to avoid cliché symbols like sombreros, cacti, and skulls in the logo design. However, among the concepts presented during the initial sprint, they were drawn to the idea of using a chili pepper to replace the letter "J" in "Baja." Building on this direction, I explored various fonts and hand-sketched designs, refining the concept until arriving at the final logo.

The brand was built around the tagline “Baja in Every Bite,” reflecting Baja Buns’ mission to deliver bold, unforgettable flavors with a spirited and lively identity.

Final Logo Design

Once the clients decided to incorporate a chilli into the logo, the process of refining the final concept became relatively straightforward. A stylised Mirasol chilli—a popular ingredient in Mexican cuisine—replaces the letter J, seamlessly connecting the design to its rich culinary and cultural roots.

Tagline

The tagline "Baja in Every Bite" perfectly encapsulates the heart of Baja Buns, bringing the vibrant flavors and carefree spirit of Baja California straight to your plate. It promises a burst of freshness, bold ingredients, and a taste adventure inspired by the region’s rich culinary heritage. Every bite embodies the essence of Baja, offering a delicious fusion of tradition, creativity, and a laid-back coastal vibe that makes Baja Buns more than just food—it's an experience.

Tagline

Colour Palette

Neon pinks, oranges, and greens dominate the palette, creating a high-energy look that pops in any setting. These colours, inspired by traditional Day of the Dead celebrations, are balanced with deep purple for contrast.

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#EA6139

#259085

#3D1743

#A6CB50

Typography

The typography selection for Baja Buns combines the clean versatility of Instrument Sans with the playful charm of Kirsty, creating a perfect balance of modernity and personality. Instrument Sans, with its crisp lines and readability, anchors the brand in professionalism and clarity, ensuring legibility across various applications. Kirsty, on the other hand, adds a whimsical, handcrafted touch that reflects the brand’s fun and approachable vibe. Together, these typefaces embody the fusion of bold flavor and vibrant energy that defines Baja Buns.

kirsty

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Instrument Sans Regular

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Instrument Sans Regular

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Illustrations & Patterns

Hand-drawn illustrations of sugar skulls, and cacti designs were created to give the brand a festive and approachable character. These were applied across packaging, social media, and the truck design.

Illustrations & Patterns

Truck Design

The truck's wrap incorporates the custom background pattern, strategically overlaying a white variant of the hand-drawn sugar skull alongside the logo. This striking design ensures the truck stands out as a visual spectacle in any setting.

Food Truck wrap

Truck Design

Food Truck wrap

Packaging

The packaging showcases both patterns developed for the brand. The two-tone skull and chilli pattern is featured on the base of the containers, while the multi-coloured pattern is used for the cover wrap. Single bun wraps are colour-coded: multi-coloured wraps for meat variants and green two-tone wraps for meat-free options. The multi-coloured pattern is also applied to the home kit boxes. This vibrant combination ensures every packaging element is striking and Instagram-ready.

Multi Bun Container

Meat varient packaging

Meat-Free packaging

Home Cooking Kit

Cup

Multi Bun Container

Meat varient packaging

Meat-Free packaging

Home Cooking Kit

Cup

Site Specific Advertising/Directional Boards

The wayfinding billboards merge function with Baja Buns' bold aesthetic. Oversized sugar skulls, white typography, and mouthwatering images of signature dishes double as directional aids and promotions. High-contrast neon pinks, oranges, and greens ensure visibility, while playful taglines attract attention. Each design is location-specific, using arrows and distance markers to guide customers while reinforcing the brand’s vibrant identity.

The Baja Buns click-and-collect app was designed to streamline pre-ordering for customers when the food truck is in their area. The intuitive interface allows users to view the truck's real-time location, browse the full menu, customise their orders, and select a pick-up time, ensuring a seamless experience. The app's design mirrors the brand's vibrant identity, featuring bold neon colours, sugar skull motifs, and playful animations that reflect the energy of the Baja Buns experience. Push notifications alert users when the truck is nearby and when their order is ready, combining convenience with excitement to enhance customer satisfaction.

Splash Screen

Upon activation, this screen will confirm the location of the food truck

Food Menu

Client required a swipe through menu rather than a vertical list

Detailed Menu

Isolated detailed information of selected item

Order Summary

Detailed list of your order.

Set Collection Time

Collection Time Confirmation

Part Filled Loyalty Card

Loyalty Program, where customers receive a stamp after each order placed

Complete Loyalty Card

Once user competes 9 orders, they receive a notification

Notification of 10th Order Free Bun

10th Free Bun notification/action. Here the client confirms to use or save their freebie

Splash Screen

Upon activation, this screen will confirm the location of the food truck

Food Menu

Client required a swipe through menu rather than a vertical list

Detailed Menu

Isolated detailed information of selected item

Order Summary

Detailed list of your order.

Set Collection Time

Set collection time

Collection Time Confirmation

Collection time confirmation

Payment

Full payment options

Placed Order Confirmation

Confirmation of order and collection time

In-App 'Order Ready' Notification

In-App confirmation of order, with collection QR code

Part Filled Loyalty Card

Loyalty Program, where customers receive a stamp after each order placed

Complete Loyalty Card

Once user competes 9 orders, they receive a notification

Notification of 10th Order Free Bun

10th Free Bun notification/action. Here the client confirms to use or save their freebie

Final App Design

The Baja Buns Click & Collect app was designed to offer a seamless ordering experience, allowing customers to pre-order their favourite smash burgers, select a preferred pickup time, and collect their meal without waiting in line. This ensures a fresh, hassle-free experience tailored to their schedule.

To make the app more engaging, I incorporated playful animated notifications that bring the Baja Buns brand to life. When an order is ready for collection, a miniature version of the Baja Buns food van bounces up and down, with a bun playfully jumping out—an eye-catching and fun way to notify customers. The loyalty system also features a bold, on-brand animation: once a customer fills their digital punch card, a giant sugar skull appears on screen and consumes a bun in celebration of their well-earned free burger.

This project blends intuitive functionality with striking visual storytelling, making the ordering process both efficient and uniquely Baja Buns.

Physical and Social Media Stickers

Physical and social media stickers amplify brand identity in a playful, impactful way. Durable, vibrant physical stickers serve as mini brand ambassadors on laptops, packaging, and more. Digital stickers, like GIFs and emojis, enhance online engagement. Both formats use bold visuals and clever design to stand out and reinforce the brand across physical and digital spaces.

Brand Merchandise

The Baja Buns merch line of hoodies and t-shirts brings the brand’s vibrant energy to wearable form. Made from quality fabrics, each piece features bold graphics, the signature logo, and Baja-inspired elements. Designed for comfort and style, the apparel lets fans carry the brand’s spirit beyond dining.

Social Media

Baja Buns' social media captures its bold, vibrant spirit with high-energy visuals, playful captions, and dynamic layouts. Posts showcase the fusion of flavors, the food truck in action, and colorful, handcrafted buns, tying the brand to its East London roots. The strategy fosters engagement with fun CTAs, hashtags, and behind-the-scenes content.

Brand Photography

Baja Buns' photography is bold, high-energy, and full of vibrant colour. Close-up shots highlight the rich textures and vivid hues of the handcrafted buns, while dynamic lifestyle images capture the buzz of the food truck experience. Natural lighting and playful compositions keep the visuals fresh, inviting, and crave-worthy, reinforcing the brand’s fun, street-food identity.