Discos Pastelillos

Ask.
The goal was to build a brand that celebrated Puerto Rican pastelillos in a way that felt bold, current, and clearly distinct from the empanadas that dominate street food culture. The client needed an identity that could command attention from a food truck window, evoke familiarity, and express cultural pride without relying on predictable island cues.

Approach & Result.
We anchored the concept in the brand’s key distinction that a pastelillo is not an empanada and built the voice and visuals around that tension. Inspired by mid-century diners and Caribbean street stalls, the system pairs vibrant reds, mustard yellows, and tropical teals with bold typography, direct copy, and illustrative texture. The result is a confident, high-visibility brand that balances humor and authenticity, standing out through clarity, cultural specificity, and visual punch.