Visual Identity Development for Bocaditos
Maria laura Sayago diaz
Visual identity for Bocaditos
Good food, good mood
Visual identity development for a street food concept serving gourmet-topped hot dogs and burgers, created to convey attitude and good humor, and to connect with a young crowd that goes out to eat, shares and posts what they eat.
Street food with a name of its own
Bocaditos is a street food brand aimed at young adults looking for generous, casual, shareable food. Its proposition is to take the street hot dog and burger to a gourmet level without losing the energy of the food stand, with a personality that is irreverent, approachable and joyful.
IndustryFood & beverage · Street food
ProductGourmet hot dogs and burgers
AudienceAges 18–35, social night-out crowd
ServiceDine-in, takeout and delivery · 5 PM – 10 PM
DifferentiatorSignature toppings and a tone that makes you smile
ScopeNew brand, identity from scratch
Build a recognizable, consistent brand from the very first touchpoint
Street fast food almost always speaks the same visual language: product photo, red and yellow, heavy type. Bocaditos needed the opposite: a brand you can recognize on a paper bag, a foil wrap or a storefront without having to show the food.
01
Launch with identity
Create the brand from scratch for launch, with a complete system rather than just a logo.
02
Stand out from the crowd
Differentiate in a category saturated with generic visuals and compete for attention on social and on the street.
03
Work on low-cost media
Handle inexpensive pieces —stickers, stamps, kraft paper, foil— in one or two colors without losing character.
Strategy & creative concept
Every bite has personality
The identity was built around the idea that every product is a character. The visual system pairs simple line illustration with a playful, bilingual tone to project a brand that feels fun, trustworthy and easy to remember.
The hot dog becomes the house chef: toque, dark shades and a “Hello, I am…” name tag. That tag turns into a communication device: every order is introduced by name —Perro Especial, Bocadito— as if it were stopping by to say hi.
→ Humanize the productA charismatic character does the job that photography does for other brands.
→ Red for appetiteA single bold red, backed by black and white, recognizable from across the street.
→ Line over detailEven strokes and closed shapes that print well on any surface.
Keywords
Irreverent Street humor and attitude
Approachable Speaks casually, says hi
Indulgent Generous and craveable
Trustworthy Serious cooking behind the fun
Design process
From craving to system
Four decisions shaped the identity: a clear reference point, a character with rules, a wordmark with its own wink and a short palette.
Applications
The brand, where you eat
Packaging, storefront, social and posters: each touchpoint uses a different part of the system, so the brand is recognizable even when the logo isn’t there.
My role & deliverables
From concept to the street
My role
Brand Designer
Scope
Visual strategy, wordmark, character, identity system, art direction and applications.
Tools
Adobe Illustrator
Adobe Photoshop
Figma
Deliverables
Logo and versions
Character and poses
Palette and typography
Graphic assets
Social media templates
Brand guidelines
Outcome
A brand ready to open its doors
Concept project created to explore a visual identity for a street food brand. The result is a system ready to communicate consistently across digital channels and physical materials: from the sticker on a burger to the storefront sign.
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Posted Oct 29, 2026
Concept project: Visual identity for Bocaditos, a gourmet street food brand created to convey attitude and good humor for a young, social audience.
