I got to work with an amazing entrepreneur on the launch of Chapulin Bici Bar—a fun, vibrant Mexican food truck inspired by his son’s drawing of a grasshopper riding a bike to a food truck. The name itself, a mix of Chapulín (Spanish for grasshopper) and Bici Bar, came straight from that drawing and perfectly captured the playful energy behind the concept.
He also wanted the brand to reflect the vibe of his hometown, Huitziltepec—this super colorful city full of traditional patterns and character. I pulled those elements into the visual identity as a way to honor that connection to home.
I led the creative direction across the board—from the logo and color palette to custom patterns and the full food truck wrap. I went with bold type, a lively green as the main color, and brought in some of the city’s traditional wall patterns—but reimagined them in a modern, line-art style to keep things fresh. The goal was to strike a balance between tradition and playfulness, creating a brand that feels both rooted and eye-catching out on the street.
Check it out:
Inspirations of the owner's hometown–Huitziltepec–which is full of vibrant colors and patterns, along with his son's drawing
I explored multiple concepts from minimalistic, juxtaposition to typography options, and the client loved the idea of having the negative space of the letter "C" become the grasshopper's head, so that's what we went with.
I decided to have an outline of the logos on dark background because I want to keep the balance between the grasshopper's head and the letter "C", and having it inverted doesn't communicate that well.
How the logo should look with the main green color
Different logo marks and illustrations we have in addition to the main logo.
The wordmark uses the main logo mark with types right next to it to spell out "Chapulin"
The combination when using the logo mark and the spelled-out name
How the logo should look with full name: "Chapulin Bici Bar"
I used grass green as the main color together with bright orange, and incorporated the other colors derived from Huitzeltepec's look and feel as secondary colors to bring liveliness and freshness to the brand
I used Marvin as the primary font for its bold and fun feel while keeping legibility intact
Short Stack complements Marvin perfectly with the same whimsical feeling and short x-height
Examples of how to use the 2 fonts together, how hierarchy should look, and color usage as well
Patterns featuring illustrations of the food ingredients, grasshopper on bike, the grasshopper by itself, and Huitzeltepec's colors
Whole food truck wrap on both sides, 1 side is fully designed for brand awareness and catch people's attention, the other side with a menu and a grasshopper on a bike going to the window to order food
My responsibilities:
Research, concepting, executing, illustrations, design pitch decks, present and communicate with client
