Brand Identity Development for Antojitos La Choquita

Overview Antojitos La Choquita is a new food business based in Villahermosa, Tabasco, Mexico, specializing in traditional Tabasqueño dishes made to order. At this early stage, the business operates without a physical restaurant, relying solely on social media, Instagram and Facebook, to reach potential customers and build brand awareness. The goal was to create a lively, memorable brand identity that reflected the region’s culture and warmth while staying simple and approachable for a small, family-run business with a very limited budget. The Challenge The client wanted to start promoting her homemade food business but didn’t have professional photography, marketing materials, or a defined visual identity. The main challenge was creating a strong, eye-catching presence that would attract attention on social media, using only a few low-quality food photos and a small budget. I needed to design a system that looked professional and cohesive but still felt handmade, authentic, and joyful, true to the essence of southern Mexican street food. My Role I led the entire creative process, from concept to final delivery, which included: • Logo and logo variations • Color palette selection • Social media templates and posts for Facebook and Instagram • A promotional reel design • Branded T-shirt design for event use Creative Process 1. Research & Inspiration I began by researching local food culture from the Tabasco region, its vibrant street markets, colourful signage, and traditional textiles. The goal was to create something that felt deeply local and familiar while being visually strong for online promotion. 2. Color Selection The color palette was inspired by the vivid tones commonly found in southern Mexico: bright blue, sunny yellow, warm orange, and cheerful pink. These colours immediately evoke energy, warmth, and friendliness, the perfect match for a food brand that aims to make people smile. 3. Logo Design I designed a playful and bold logo that reflects the lively personality of the brand. The typography and color variations were created to make the name “La Choquita” instantly recognizable and easy to remember. 4. Social Media Design Since the brand’s main communication channels are Instagram and Facebook, I developed a cohesive visual style for posts and reels. Using Photoshop, I enhanced and colour-corrected the food photos provided by the client, bringing out warmth and vibrancy while keeping an authentic, homemade feel. 5. Merch Design To support brand visibility in local events, I created a simple branded t-shirt design for the client and her helpers to wear during promotions and food fairs. Results & Impact The new visual identity and social media presence have made a significant impact on La Choquita’s growth. Since launching the brand, local awareness has increased dramatically, not only among residents of Villahermosa, but also among visitors from nearby areas who now travel specifically to try the food. As a result, sales have grown consistently. What began as a small venture selling food once a month at local events has evolved into a daily made-to-order business. Each event now attracts a larger crowd, and in many cases, La Choquita sells out before the event even ends. Beyond sales, the brand’s social media following continues to grow organically, helping spread awareness through word of mouth and community engagement. People now know when and where to find La Choquita, and they associate the brand with delicious food, warmth, and authenticity.