Two crazy chefs had a crazy idea for a crazy food truck that would make crazy good burritos. A true melding of Hawaiian and Mexican in a delicious burrito. They called Vigor to design an identity that captured the crazy, delicious experience.
Food trucks aren’t a new idea, but food trucks in Hawaii tend to be borderline cheesy. We had to visually meld Hawaiian and Mexican imagery in a way that would be fun, enticing and new.
We ran with custom illustrations that fused common colloquial elements. Two of the key focal points were a surfer girl meets Dia De Los Muertos, and the other a combination of Tiki God and Dia De Los Muertos. The illustrations on the side of the bright yellow truck, alongside hand rendered typography and logo made for the exact crazy style we wanted.
Dos Locos opened in late March of 2012 to a line of hungry patrons. The brand continues to grow and branch out.