CASE STUDY - MONCTON TACO WEEK LOGO, EXPLAINED.

Designed by : Luke Norrad
Web:http://lukenorrad.com/
Insta: https://www.instagram.com/looknorrad



Originally the Moncton Taco Week logo was going to be a Kangaroo holding tacos, with lots of tacos in its pouch drawn by Jared. But then, it didn't really make sense, after multiple drawings, then even flying pigs with halos, executive director Jared Betts decided to call upon an old school buddy from NSCAD University.  Jared knew this was a job for Luke Norrad, designer, master letter and logo extraordinaire wizard. He came up with some very cool logos with words, but it wasn't what Jared wanted, they needed to refocus, and "get more weird". They talked it out and Luke could see that it wasn't any ordinary logo, we wanted something memorable, local, while also being weird, simple but complex and funky. The logo hit every angle bang on and tells a story with unique fantasy in an old fashioned cartoon style! I think my words were "Get weird even have alien or monster shorties, it doesn't even have to do with tacos or make sense" Luke thought it should at least have a taco in it, but ran with this and provided 4 ideas.

Showing influences from Luke's passed works they talked about it more over the coming days.
We wanted it to be inspired by:
-Atlantic Canada (especially points if crustaceans were involved)
-Old fashioned fast food illustrations (think 60's diner neon lights of ice cream, dogs, ice cream, party burgs)
-specifically pastel blue and pink to give it that authentic old style look
-inspired by 30s-60s old cartoons with large wonky eyes and surrealism characters
-we also wanted to go the next level by using crustaceans in a space setting with aliens




There was many incredible concept designs, specifically the party cyclops alien babes squirting a sun bathing taco on the beach on a mysterious planet, with party crabs and starfish playing about. But, it was clear that there was one logo that knocked the tacos off Jerry. One logo had a cowboy taco riding a lobster rocket through outer space.
Originally it was getting drunk off space crustacean potions, flying through space, hence the wild eyes. But, we decided, we wanted it to be family friendly. Kids, don't drink crustacean space juice ok!?

So we found the design and then Jared said "Luke give me some hot color combos, weird and different, but also the baby blue and pink, lets see some options"


This was a SPECIAL LOGO, after hours of consideration, Jared asked for the inverse of colors, with the pink a little more baby'd out with a shade lighter to blend with the same hue as the blue (two artists working together can always get a little (a lot) technical, but we knew what we wanted.....then poof, WE HAVE A LOGO!
Since Luke liked a few other logos so much, he went on to fully design them as well. They were all delicious options, but the crustacean alien taco cowboy stole the heart of Jerry.

Below is some of the other options rendered and colored.

Sometimes ideas can get complex and specific, but with the right designer, your "too much or too wild" ideas will be just right. 

Thank you Luke for working with me to produce this master piece. 

❤🧚🧚❤
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4 Tips For Drool-Worthy Food Photos on Your Phone During Moncton Taco Week by @EatWithJessie

@EatWithJessie / Jessica Emin is a photographer from Halifax who specializes in food and drink photography & food styling. Here she gives you a few tips on making the most of your phone snaps of the tacos while you eat your way around Moncton for Taco Week!

Tip #1 Natural Light is Best

When you are taking photos of your food, it’s best to use natural light. If you’re in a restaurant, getting close to a window is best. Try to chose a spot for your photo that doesn’t have hard light, by this I mean directly in the sun, but rather a bright spot. Avoid depending on the overhead lights that can make food photos look less appealing and often turn photos an orangey hue. But if you must resort to this, ot if you are taking photos at night with only the restaurant lights to depend on, make sure to use tip #2.

Photograph taken on a phone, in natural light; prefereable.

Photograph taken on a phone, with restaurant lighting as main source; less appealing.