Uptaco is a handmade breakfast tacos brand located in New York City. Created by Dan & Derek, two childhood friends, the company spotted in the New York market the opportunity to bring something different, fresh, and tasty to the breakfast of the city. The inspiration comes from the recipes of Texan tacos, a little different from the well-known Mexican tacos and reinvented by Chef Derek, with different ingredients.
The briefing asked for a provocative yet simple and direct attitude that would work in coffee shops and restaurants but that could also be taken to groceries stores in the future. Considering a young and diverse audience, the creative process inspired by the tagline “How about a fresh start?” brings a series of connected elements to communicate the brand’s personality.
An authentic and expressive image and composition platform. The brand personality is urban and slightly cool. A positioning that should speak to the local public of NYC and at the same time the visiting public in a city that is well known for its tourism. In this project, the Vinila support typography developed by Plau delivers a diversity of weights and style differentials that make the brand stand out.