The Challenge: Finding the Soul of a Local Gem

In a city where Mexican eateries are quickly becoming the norm, I was tasked with uncovering what makes Taquiza, a small independent restaurant in Peckham, stand out. Despite serving delicious, affordable food and being rooted in its community, the restaurant wasn't reaching its full potential. The tables weren’t consistently full, and the brand didn’t seem to resonate beyond a loyal local base.

My first challenge was to ask: 

Why would someone choose Taquiza in a market overflowing with similar offerings?

To answer that, I started with what was already there—analyzing their existing creative assets, exploring customer feedback, and reviewing social media performance. The brand was operating without formal guidelines, borrowing its creative direction loosely from its parent space, The Carpet Shop—a beloved grassroots music venue in Peckham.

What I discovered was a lack of narrative cohesion. While the team was clearly passionate, their visual identity and messaging felt improvised. Their social media was a patchwork of well-meaning posts, but with no unified voice or visual consistency. Despite having a great product, Taquiza wasn’t telling its story—and in a competitive food scene, story matters.

I spent time with the team, shadowing their day-to-day and talking to customers. The food was undeniably good—fresh, beautifully presented, and accessible. Yet, the missing ingredient wasn’t on the menu: it was brand storytelling.

The more I listened, the clearer it became: Taquiza was more than just a restaurant. It had the potential to become a “third place” for the community—a cultural and social space where people felt they belonged.

Don’t Just Say It—Be It

To build that identity, I grounded the brand in authentic Mexican street food culture, using design references from Mexican Rótulos—the vibrant, hand-painted signs that color the streets of Mexico. These bold visuals reflect both tradition and urban energy, perfectly mirroring Peckham’s eclectic spirit.

At the same time, I needed to maintain a connection with The Carpet Shop’s identity. So I blended that handcrafted aesthetic with a modern, colloquial tone—one that felt warm, playful, and familiar.

On social media, I reimagined the visual direction around:

The story

From Puebla to Peckham

Taquiza is a vibrant Mexican restaurant in Peckham, led by chef Sam Tarneberg. Inspired by his time in Puebla, Mexico, where he met the love of his life and reconnected with his passion for cooking.

Growing up in Peckham, Sam always dreamed of giving back to his community. The kitchen felt like home, but it was the warmth of the Comal and the Mexican hospitality that truly shaped his culinary journey.

Back in London, Sam and his partner Joana opened Taquiza as part of The Carpet Shop structure. The restaurant is a unique spot for the community, offering tasty meals, refreshing drinks, and great music. Their vision is simple: to provide honest food at affordable prices for a memorable dining experience!

Taquiza is a place filled with memories, where the community comes together to create new stories and experiences! It’s a warm, welcoming space that invites everyone to share laughter, joy, and delicious food while building lasting connections.

What emerged was more than a new look. We created a brand that felt lived-in and alive—a place that stood for quality, culture, and community. The story became the glue between the food, the people, and the place.

Since the rebrand:

• Social media engagement significantly increased
  

+320
new followers

Carlos Acuña, “El último rotulista de la CDMX”. Más Por Más, 2018.
Elfie THomas, “A flagship of Mexico’s visual identity”. It’s Nice That, 2022 
Andrea Mejía, “Corn and tortilla: Livelihood of the Mexican”. Google Arts & Culture.
James Hardy, "The Taco Timeline: Tracing Who Invented Tacos and Their Historical Roots", History Cooperative, 2023.