TACO PARTY

Designing Boston’s Beloved Vegan Taco Truck.

Taco Party was founded by my friend Keith — a longtime touring stage manager for bands like Alkaline Trio, The Mighty Mighty Bosstones, Black Eyed Peas, and Fergie. After years on the road, he wanted a new rhythm and set out to build something of his own at home. That idea became Taco Party: a vegan taco truck with big flavor, attitude, and community at its core. Keith asked me to help shape the brand from the ground up.

The Challenge

Taco Party needed an identity that could hold its own on busy streets, communicate fast from a distance, and capture Keith’s personality — quick, warm, funny, and unmistakably DIY.

The brand needed to:

  • stand out in a crowded food-truck landscape

  • feel handmade but intentional

  • translate easily across truck graphics, packaging, and decals

  • feel loud, fun, and rooted in Boston

On the Truck - Vinyl by MB Graphics

My Approach

I built the identity around graphic clarity and playful energy. The typography and iconography pull from DIY show posters, touring culture, and classic street-food visuals — a nod to Keith’s life on the road and the spirit behind the food.

I designed and art directed:

  • the full truck exterior

  • the brand mark and supporting typography

  • takeout packaging and branded bags

  • the “Hecho en Boston” badge system

  • small-format decals and graphic details

The result is a brand with volume and personality — something that reads instantly whether you’re 5 feet or 50 feet away.

To-Go Packaging

What I Delivered

Brand Identity
A bold, memorable logo system grounded in street-food culture and Boston energy.

Truck Design
A bright green rolling billboard that became impossible to miss.

Packaging & Collateral
Branded bags, decals, and supporting pieces that extend the brand everywhere Keith serves food.

Graphic Icon System
Custom symbols including the well-loved “Hecho en Boston” emblem.

A little logo parody

Impact

The refreshed brand helped Taco Party become a recognizable and beloved presence in the Boston vegan food scene. Keith grew the business, built a dedicated following, and created the life he wanted off the road — with a brand identity that looks and feels like him.