Hi-Lo Taco Co.

Hi-Lo Taco Co is a new barbecue taco restaurant in Philadelphia. Since tacos aren’t endemic to Philly, the brand needed to stand out while still feeling approachable and familiar. It wasn’t positioned as “ethnic,” nor as fast food—instead, it had to signal comfort, warmth, and directness. Partnering with FoodMuse, who led strategy, I helped translate the positioning into a clear identity system—developing the name, logo, and supporting brand elements. Together we extended the work into menus, signage, packaging, and digital touchpoints, creating a cohesive experience that elevated the restaurant above trend-driven competitors and gave it an authentic, lasting presence in the neighborhood.

Art Direction/UX+UI/Research/Brand/Web/Packaging