Mad Taco Express began as the vision of a respected bar owner from Montclair who dreamed of opening an authentic Mexican restaurant. When he first approached me, he shared his passion for creating a vibrant brand, with a colorful logo featuring a sugar skull as the centerpiece. Together, we brought his ideas to life, designing a colorful sugar skull design for his logo. The logo is very diverse and can be used in various ways like for stickers, utensils, and signage. The result was a cohesive and eye-catching identity for a laid-back taqueria serving tacos, bowls, and other classic Mexican dishes in a welcoming, counter-service atmosphere.