Temo’s Taqueria

Overview:  Food brings my family together. From festivals to holidays, we socialize and connect around a hearty meal. The experience allows our family to bond and it even carries into bringing a community together. Through food, people share stories, form relationships, and build communities. The cross between food and wheels has driven through American culture for the past few decades. Food trucks are vehicles that go beyond race, class, and ethnicity; the product sold is more than food, it’s a social experience!

Project:  The low startup costs of food trucks allow new entrepreneurs to get into business for themselves at a fraction of the cost of starting a restaurant business. The project required selecting a local restaurant or eatery to design and develop a theme for a food truck, its menu design, and the to-go containers. In place of selecting a local restaurant, I created a brand identity around the stories and aspirations of my father.

Design Concept: Artemio Bautista is my father. The design concept is based on my father’s aspiration to one day start his own food truck business. In my hometown of Frankfort, Indiana my parents and their church group sold Mexican food at the 4th of July festival. Fireworks are the main attraction but Artemio’s tacos became a close second. Bright, neon lights signify nighttime festivities and celebrations. The design on the back of the truck is meant to convey those feelings of celebration. My mom nicknamed him “Temo” inspiring the name of the business, “Temo’s Taqueria.” The story of Artemio is integrated into the design. He immigrated from Mexico to America and spent part of his life driving across the U.S searching for a good job and a place to call home for his family. The grid maps out the story of Artemio being on the road.