Mission Taco Joint

Scaling a beloved brand

Mission Taco started as a neighborhood taco joint but quickly expanded to numerous locations in the St. Louis area and beyond. With more growth in their future, they partnered with Jump to achieve a more consistent brand identity while maintaining their notable culture.

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

Development of a new logo identity and detailed experience guidelines created a consistent brand presence while also allowing 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