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With their solid reputation in the quality fast food sphere, we had to make sure that the new identity maintained the tongue-in-cheek attitude that their customers had grown to love. After a thorough identity process, we landed on the idea of “every brand,” harkening back to main drag food joints with larger than life signs telling you to stuff your face. By bucking the rules of what a food brand should be, and giving them a dozen logos, you see that they buck all the rules themselves. At the end of the day, it’s all Taco Justice. It’s all wow food.