Designing a Fast-Casual Restaurant Brand and Website System
Pie Town Tacos was a new fast-casual restaurant concept built around bold branding, playful illustration, and a memorable customer experience. As part of the creative team, I contributed to the brand identity, environmental graphics, retail signage, illustration, and marketing collateral while leading the UX, visual design, and execution of the restaurant's website.
- Live website
- pietowntacos.com
- Type
- Website Design • Brand Identity • Environmental Graphics • Illustration
- Role
- UX Designer & Art Director
- Scope
- Website UX/design, brand identity, environmental graphics, illustration
- Status
- Established restaurant
- Year
- 2018
Established restaurant brand. The live site and business have continued to evolve since launch.
A responsive site built to carry the restaurant's personality online.
I led the UX, visual design, and execution of the Pie Town Tacos website — translating the in-room brand into a digital experience that felt as warm and confident as the storefront.
Responsive website experience designed to extend the restaurant's personality across desktop and mobile.
A street presence that introduced the brand before you walked in.
Environmental graphics and exterior branding helped establish a memorable street presence — large-scale wordmark, signage, and color carried directly from the brand system into the building.
Menus that balanced illustration, hierarchy, and readability.
A menu system carried across multiple customer touchpoints — in-restaurant menu boards and a catering format — built on the same illustration language, color palette, and typographic hierarchy.
The project combined branding, environmental graphics, digital design, and marketing into a unified customer experience. I led the design and execution of the website while collaborating with the creative team on the restaurant's visual identity, retail signage, menus, illustration, and supporting collateral. The final experience maintained a consistent visual language across both physical and digital touchpoints.