TAQUERIA CHICAGO
Taqueria Chicago is a family-owned restaurant located in South Bend, IN, which serves authentic Mexican street food combined with a genuine touch of Mexico’s culture inside. The food truck was inspired by the ingredients in the recipes Taqueria Chicago has used since 1969 paired with the well-known Talavera patterns which are typically seen on pottery made for food- bowls, napkin holders, plates, etc. The Talavera patterns being on the truck symbolize it being a direct container for the food inside of it, along with it being on the packaging as well.
THE ABOUT
Taqueria Chicago originally began in Chicago, from a married couple who immigrated to the United States from Mexico City. They wanted to spread their love for Mexico’s well-known street food to their new streets of Chicago. However, after 27 years the couple decided to move to South Bend, IN, continuing to serve their customers the two have passed down their restaurant throughout their family’s generations. Taqueria Chicago is known for their famous tacos, made from various cuts of meat - asada, pollo, chorizo, al pastor, lengua, and many more. However, they also incorporate other popular Mexican dishes like tortas, chilaquiles, enchiladas, and birria. The recipes for these dishes have all been passed down throughout their generations, however each generation changes them up in some way, yet keeping the dishes the same out of respect for the restaurant’s roots.
THE CONCEPT
THE PROCESS
The truck was directly inspired by the generation aspect of the restaurant, specifically the ingredients used within the recipes. They are an integral part of the restaurant; therefore, I wanted to showcase them specifically. However, to incorporate the Mexican culture into the truck I used Talavera patterns within the ingredients. Talavera Pottery can be used as a container for food in some instances, the ingredients being on the truck with Talavera patterns is symbolizing the truck being a direct container for the food inside of it. This same symbolism applies to the packaging as well; however the ingredients alter in colors to represent the recipes changing overtime yet remain the same dish.
I began with choosing the main ingredients I wanted to show case: grains of rice, jalapeno, onion, lime, tortilla, tortilla chip, a cut of meat (chorizo), and a taco. I chose these after looking over the menu and deciding what dishes would be most convenient for a food truck, after that I started sketching out patterns to go inside of the ingredients.
TORTILLA
TORTILLA CHIP
THE ILLUSTRATIONS
After finalizing sketches, I moved onto digitalizing them, incorporating bold colors to not only stay true to traditional Talavera pottery colors but also to create an eye-catching food truck for customers to be able to spot from afar or in a crowd. Each ingredient has its own unique pattern that follows the silhouette of the shape.
LIME
JALAPENO
GRAINS OF RICE
TACO
JALAPENO
ONION
LIME
TORTILLA
TORTILLA CHIP
CHORIZO
THE FLATLAYS
I then moved onto the packaging which I chose a to go box, a bag, and a cup. The ingredients were placed in a pattern of different colors to symbolize the different generations changing up the ingredients in their own way yet keeping the same recipes.
