Food & Beverage / Fast Casual
Discos Pastelillos Bar
(
about
)
client
Discos Pastelillos Bar
year
2025
industry
Food & Beverage / Fast Casual
Services
Branding
Creative Direction
Visual Identity
The project
Discos Pastelillos Bar brings Puerto Rican street flavor to the food truck scene with a bright, retro twist. Inspired by the island’s pastelillo culture, the brand leans into a simple truth: it’s not an empanada — a cheeky distinction that became the creative hook behind “It’s na’da empanada.”
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Challenge
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The goal was to build a brand that celebrated Puerto Rican pastelillos in a way that felt bold, current, and unmistakably different from the empanadas that dominate most street food menus. The client wanted a visual identity that could grab attention from a food truck window, evoke nostalgia, and proudly claim its cultural roots without leaning on predictable island tropes.
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(
Approach
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We leaned into the brand’s biggest differentiator — that a pastelillo is not an empanada — and built the tone of voice around that playful tension. The design system takes cues from mid-century diners and Caribbean street stalls, blending vibrant reds, mustard yellows, and tropical teals into a palette that feels both vintage and alive. Bold typography and punchy one-liners (“Fork it.” “Na’da empanada.”) give the brand its wit, while texture and illustration ground it in warmth and familiarity.
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Outcome
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The outcome is a brand that feels confident, sun-soaked, and impossible to ignore. Discos stands out in a crowded food truck scene by pairing cultural authenticity with humor and visual punch. It’s nostalgic without being dated, tropical without being kitsch — a modern love letter to the Puerto Rican pastelillo.
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