Casita Oaxaca Food Truck © René Kuntz

Casita Oaxaca

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

The identity pays tribute to the visual heritage of Oaxaca's pre-Columbian cultures, steering clear of generic Mexican imagery. Deity figures and geometric friezes, redrawn in a flat graphic style, form the basis of a system spanning a vehicle wrap, a packaged product range, printed materials, and stationery.

At its centre is a logo built from the geometry of a vehicle tyre combined with patterns found in traditional Oaxacan textiles.

Services

Art Direction
Brand Identity
Packaging Design
Editorial Design
Illustration

The truck wrap is the identity's most visible application. Large-scale deity figures and a geometric frieze cover the turquoise Fiat Ducato, giving the business a recognisable presence at markets, festivals, and events across Germany.

The truck attracts from a distance with maximum visual impact

For the salsa and mole range, the packaging follows a single organising principle: a horizontal colour band marks each variety, while a consistent typographic hierarchy structures the product information. This keeps the range clear and leaves room for future additions.

Salsas & Moles

Jar wraparound labels

Printed materials and stationery carry the identity across every operational touchpoint. Flyers, stickers, and menu covers share the truck's graphic language, while menu sheets are built for quick navigation. Letterheads and business cards stay strictly typographic and functional.