KUNG FU TACOS (2015)

BRANDING & WEB DESIGN

Background

Kung Fu Tacos started as a successful San Francisco Bay Area food truck that fuses Asian flavors with Mexican street food. In 2014, Kung Fu Tacos opened their first brick and mortar location at the Serramonte Mall in Daly City. Kung Fu Tacos came to Plinth to help their food truck brand transition into a new casual dining destination.

Plinth started by exploring the essence of Kung Fu Tacos brand and created a cohesive voice that could speak to it’s faithful following and draw in new ones to their new permanent home. The Kung Fu Taco truck was popular for mixing Asian flavors with Mexican street food classics. Plinth created the slogan “Where Flavor Has No Borders” to closer reflect Kung Fu Taco’s philosophy of playfully pairing eastern and southern flavors.

Plinth created a new design language for Kung Fu Tacos which featured new iconography and graphic food badges. The new, bold badges served to create a uniform brand experience that could constantly reinforce the brand from the web, in-store signage and packaging. Each badge featured a food item, a descriptor, and the Kung Fu Taco logo which would stand out on every section of the website and could more easily attract the attention of new potential customers by making it stand out from the other food options surrounding the Serramonte Mall.

A New Web Presence that Reflects the New Brand Position

The new web site created by Plinth was modernized version of the old website. Since a majority of users use the web from their mobile devices Plinth used the parallax scrolling method to optimize the user’s experience. Plinth also art directed new colorful, close up food photography to showcase Kung Fu Taco’s focus on fresh and innovative food.

A new events/sports calendar section was added to the site to emphasize that Kung Fu Tacos is a new artisan destination that people can bring their friends and family to to enjoy San Francisco’s red hot sports scene.

To introduce this new artisanal casual dining destination to people of Daly City, Plinth created the “Celebrate the Remix” campaign to promote the launch of Kung Fu Tacos. Remix brought together Kung Fu Tacos’ flair for combining flavors and the idea of the reinvention of the Kung Fu Tacos food truck as a new dining destination.

A social media campaign was created to build anticipation for the launch of the new unique eatery. The Celebrate the Remix launch party featured free tacos to introduce people to Kung Fu Tacos new flavors and had live DJ’s mixing genres of popular music to make Kung Fu Tacos the newest hip dining option in Daly City.