For El Lugarcito, a family-owned Mexican food truck in Madera, CA, I developed a complete brand strategy and identity concept rooted in authentic cultural storytelling. The project focused on elevating their homemade, modern Mexican cuisine with a warm, family-first personality and a modern, vintage-inspired visual style. From mission and positioning to tone of voice and tagline exploration, the strategy highlights their vision of becoming “the spot” where community, tradition, and next-generation flavor meet.