Session Taco
Transforming a distinctive brand
After 11 successful years, Mission Taco Joint required a complete brand transformation. Jump was presented with the complex challenge of developing an entirely new brand identity to both honor their loyal customer base and position them for future growth. It was a unique opportunity to elevate and refocus the company in a competitive restaurant landscape.
The process
To determine the key elements of the new brand identity, Jump worked closely with the company owners and key stakeholders for several weeks. Together, we determined that the new brand should fit with existing restaurant decor, which features murals from local artists that celebrate West Coast street culture. The new brand also needed to reflect a shift in their menu, which now offers more seafood and coastal flavors.
Before
After
Designed for continued growth
A New Era
Session Taco is a name inspired by skate and surf culture, where a “session” means time spent doing what you love. In this case, it’s time spent enjoying a casual, hangout-like dining experience. The logo further reflects this heritage, featuring a stylized blue wave and golden sun. This clean, coastal aesthetic is carried throughout the entire brand identity, which is defined by bright colors, fluid designs and a confident yet approachable brand voice.
Putting it All Together
Within just a few months, Jump developed and delivered a comprehensive rebrand, including a new, mobile-friendly website that features an interactive menu and streamlined user experience. The launch of all brand elements created a cohesive ecosystem that successfully repositioned the chain for continued growth.
Core deliverables
- Brand building/rebranding strategy
- Name and logo identity, brand guidelines
- Website redesign
