Mission Taco Joint

Scaling a beloved brand

Mission Taco started as a neighborhood taco joint, but quickly expanded to multiple locations across St. Louis and beyond. With more growth in their future, Mission partnered with Jump to achieve a consistent brand identity while maintaining the culture that made them unique.

By capturing the soul of the experience

Jump conducted customer interviews, developed personas and facilitated journey mapping to better understand what made the brand so special to customers and employees. Jump discovered Mission was more than a quality food experience — it was a refreshing escape where customers can count on handcrafted details along with a fun, welcoming vibe.



Nacho typical taco joint

Jump developed a new logo identity and detailed experience guidelines, creating a consistent brand presence that also allows for individual flair to come to life across touchpoints from the website to apparel and more.

Core deliverables
• Logo identity
• Website redesign
• Experience guidelines
• Menu and to-go packaging design
• Apparel