Dazzy Taco Dressing
In 2020, Christina Leontiadou, a stylist based in Athens, wanted to create a styling brand. She wanted it to appear magical, playful and optimistic, giving the people the opportunity to express themselves through styling and believe that anything is possible.
Brand Naming
The first step was to create a name. The idea came from the expression “It’s not what you wear, but how you wear it”. If you transfer this idea from clothes to letters, then respectively the meaning you get is that a different combination of the same letters creates words with totally different meanings. So we searched for words that had something to do with clothes and styling, whose anagram would create other words with a different meaning, that would, however, fit to the initial brief. The word we ended up with, is the word “Coat”, whose anagram gives the word “Taco”. The subject “Dressing” has also a double meaning and can be translated to both “sauce” and getting “dressed”.
To complete the brand’s name we added the slang adjective “Dazzy” which combines the words “Dashing” (Daring and lively), “Dazzling” (stunning) and “Snazzy” (Stylish). The final brand name: “Dazzy Taco Dressing”.
Logotype
For the logo we wanted to visualize the idea of the brand name, so we used the 4 letters of the word “coat” or “taco”, ie. “c”, “o”, “a” and “t”, placed in a way that their order is not restrictive. The font used for the four letters is Belwe, a 1907 font, recreated in 1976 for its bold version. The tagline with the full written name is written with the Berthold Akzidenz Grotesk font in its bold condensed version. The second font was added in order to balance the playful character of the brand mark with a more serious one, written in caps. The primary color for the brand is a bright orange that looks spicy and lively.
Motto
“Express the mess” was chosen as the brand’s motto, inviting anyone to accept their pesonal imperfections, their personal “chaos” and enjoy their unique character.
The word “Express” rhymes with the word “Mess” to create a funny, but at the sam time inspirational quote, that could be applied to any personality.
Brand Manual
Paper Bag
The business cards were designed to look like open tacos in two different versions, whiel paper bags had letters of the Belwe typeface printed in random spots throughout the surface.
Business Cards
Website
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Website – Services
Collages
For the print and digital applications we had to create collages and a taco mascot that would be dressed each month in different styles, depending on each season’s trends.
Character Design
Social Media – Instagram Posts
Social Media – Instagram Stories
