Casita Oaxaca - Christian Chladny

Casita Oaxaca Food Truck © René Kuntz

Casita Oaxaca

Visual identity for a Hamburg-based Mexican food truck and catering business operating throughout Germany.

Rather than reaching for generic Mexican references, the identity draws directly from the visual heritage of Oaxaca's pre-Columbian cultures. Deity figures and geometric friezes, redrawn in a bold flat graphic language, form the foundation of a system that carries across a vehicle wrap, a packaged product range, printed materials, and stationery.

At its centre is a logo developed from two geometric structures: the radial pattern of a vehicle tyre and the circular composition found in traditional Oaxacan textile medallions.

Role

Art Direction, Graphic Design, Illustration

The truck wrap represents the most visible application of the identity. Large-scale deity figures and a geometric frieze are applied across the turquoise Fiat Ducato, creating a recognisable presence at markets, festivals, and events throughout Germany.

The truck attracts from a distance with maximum visual impact

For the salsa and mole range, a packaging system was developed around a single organising principle. A horizontal colour band identifies each variety while a consistent typographic hierarchy structures all product information. The system provides clarity across the range and allows for future expansion.

Salsas and Moles

Jar wraparound labels

Printed materials and stationery extend the identity across all operational touchpoints. Promotional flyers, stickers, and menu covers carry the same graphic expression as the truck, while menu sheets are designed for quick navigation and readability. Letterheads and business cards take a strictly typographic, functional approach.