I recently redesigned Torchy’s primary mark & secondary icon logos as part of brand refresh. Founded in 2006, Torchy’s had a hot rod / tattoo type of feel to their visual identity. The company is growing by leaps and bounds and has lofty goals for expansion on a national level over the next few years. My creative team and I were tasked with refreshing the brand, but not losing the unique look & feel that Torchy’s dedicated fanbase has become accustomed to over the past several years.
One must was obviously to include “Torchy” intact with all or most marks. Requests consistently call for the brand’s mascot to be included in visuals, so I included him in the official company logo and we made a collective decision to drop the apostrophe from ‘Torchy’s” and 86 the word “Tacos” from all marks. Existing mascot marks (flying and circle Torchy) were tweaked and cleaned up of stray edges and points for a less hand-drawn feel. I also designed new “Damn Good” pitchfork lockups along with a variety of marketing program marks not shown here.
Colors were updated to be more vibrant and brighten up both print & digital marketing visuals. The red and yellow in particular really pop now compared to what had been previously used. As a nod to the past, the pattern of historical marks in the background here is still used subtly as a pattern on some signage pieces. I also researched and chose new brand fonts & set company guidelines for print, digital & web use.
Shoutouts to our graphic designer, Mia Bain, for research and direction on color palette selections and subsequent menuboard & print signage projects; and Jordan Sims for leading production efforts of the large number of print items created for all things Torchy’s. Food photo by the super-talented Michelle Martin. —SP