Food & Beverage


Naming • Brand Identity • Digital Development • Photography & Film • Collateral Design


The Challenge

Upward Projects came to us with a great location and a culinary concept. We had to deliver on a name, brand and collateral that would differentiate their new restaurant in a competitive market.


Strategy & Approach

Through our discovery process, and with a deep understanding of the local culinary scene, we quickly understood this wasn’t going to be your ordinary, run of the mill, mexican restaurant. Just the opposite. The product would be modern, exciting, and appealing to wider audiences. The space would be open to the outdoors, with high ceilings and custom tile work. We asked ourselves: How do we capture the aesthetic, flavors, and experience in a name? Many concepts later, Joyride Taco House was born.


Final Experience

Once the name and domain were established, we rounded out the brand colors to match what their demographic were drawn to. Menus, stickers, a new website, photography and social campaigns all played an integral part in another successful launch and brand for Upward Projects. Need a guaranteed awesome meal and margarita? You know the place – at either of their two locations.