El Cabo Pepe’s

A passion to serve the best Mexican food.

Formerly known as “Pepe’s Red Tacos,” this four-generation, family-owned Mexican food truck business has a loyal following as “THE” destination for authentic Mexican street food in the Los Angeles area. Serving up signature red crafted tacos, slow-cooked birria and canoe-cut grilled bone marrow, the new El Cabo Pepe’s is ready to be introduced to a new and hungry audience.

We were tasked with designing and implementing an entirely new consumer brand as this family-owned Mexican food truck business planned to expand its presence across the U.S. With an entirely new consumer brand and campaign concept that targeted audiences that were unfamiliar with this type of cuisine, the new El Cabo Pepe’s was launched. The campaign and associated brand elements had to clearly communicate what the brand had to offer and excite new customers and potential franchisees.

We built a marketing plan that took advantage of various tactics to introduce a new name, look and brand messaging and get people talking about this emerging business. This included:

New brand elements, including name, logo and all associated elements, as well as a new consumer website.
Highly targeted priority markets with digital campaigns to increase awareness and introduce the newly launched El Cabo Pepe’s brand to consumers and potential franchisees.
New franchise-specific brand campaign with accompanying website to entice a highly targeted potential investor audience.

The Brand

The Challenge

The Strategy

We built a marketing plan that took advantage of various tactics to introduce a new name, look and brand messaging and get people talking about this emerging business. This included:

New brand elements, including name, logo and all associated elements, as well as a new consumer website.
Highly targeted priority markets with digital campaigns to increase awareness and introduce the newly launched El Cabo Pepe’s brand to consumers and potential franchisees.
New franchise-specific brand campaign with accompanying website to entice a highly targeted potential investor audience.

A high-performance consumer website helped this emerging food truck business introduce their new name and brand elements without losing an existing customer base while attracting new ones. Using web best practices, we designed a site to build excitement using large hero images, vibrant colors, motion graphics and food imagery presented in a concise format – with the ultimate goal of introducing the new name while making it easier for consumers to order online.

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