Unicorn Rebrand Visual Identity

Unicorn Rebrand Visual Identity

Unicorn Rebrand Visual Identity is an innovative and comprehensive brand identity system designed by Chinese graphic designer Yating Liu, representing a significant reimagining of a Mexican food truck's visual presence targeting university students. The design masterfully integrates dual symbolism within its core elements, where the term Unicorn cleverly dissects into Uni (representing university) and Corn (signifying tacos), creating a meaningful connection between the target audience and product offering. This sophisticated visual identity system employs a vibrant color palette and distinctive badge graphics that resonate strongly with collegiate aesthetics, while incorporating Spanish grammatical elements such as the strategic placement of exclamation marks mirroring the letter i in the logotype. The design's versatility is demonstrated through its successful application across various touchpoints, including stationery, packaging, menu designs, loyalty cards (90mm x 54mm), vehicle graphics, and branded merchandise. The system's cohesive approach extends to the menu nomenclature, where items feature college-related terminology such as all-nighter and group project, reinforcing the brand's connection to academic life. This Iron A' Design Award-winning project, completed between July and September 2021, showcases exceptional attention to detail in its execution, particularly in the semi-circular logo design that mirrors the shape of taco tortillas while maintaining strong visual impact and scalability across different applications.

brand identity design, visual communication, collegiate aesthetics, logo system, Mexican cuisine branding, youth-oriented design

— Adam Dawson