Urban Fish Taco
Brand Identity & Experience Design
Urban Fish Taco is a fast-casual restaurant built around bold flavors, coastal energy, and an approachable, neighborhood vibe. I led the brand from the ground up, owning the creative process end to end—from early concepting through full production and launch.
The goal was to create a brand that felt modern and energetic, but still warm and welcoming. We focused on a visual system that balanced handcrafted personality with clean structure, making it easy to scale across physical and digital touchpoints.
My role included:
- Designing the full brand identity, including logo, wordmark, and visual system
- Creating menus, interior graphics, signage, and packaging
- Designing and launching the website to reflect the in-store experience
- Developing a brand book to ensure consistency across teams and future locations
- Collaborating closely with owners, interior designers, printers, and developers to bring everything to life
Throughout the project, I worked closely with cross-functional partners to ensure the brand felt cohesive—from the moment someone saw the sign outside to the experience of ordering food and browsing the menu online. The result was a distinctive, flexible brand system that could grow with the business while staying true to its personality.
Urban Fish Taco is a project I’m especially proud of because it shows how thoughtful design can shape an entire experience—not just how something looks, but how it feels to interact with a brand in the real world.
Renderings and Mockups
Photoshoot Selections
Menu Concept
