ATHENS TACO TOUR //
ATHENS TACO TOUR //
ATHENS ULTIMATE TACO TRAILBLAZING EXTRAVAGANZA: A TANTALIZING TACO TOUR PLUS A SHAMEFULLY TERRIFIC TACO CHALLENGE. We designed the guide to draw college students out of their dorms and into the world, coloring and stamping their taco book at each restaurant, with the glory of a commemorative bumper sticker awaiting them at completion.
My team of eight was approached to design a guide for college-aged Athenians. We began by researching the city of Athens and conducting interviews with Visit Athens, Historic Athens, and the UGA Visitors Center to better understand the target audience.
We established three critical points of discovery:
College students are broke.
College students love food.
College students love familiarity.
The Team:
Myself: Interviewer, layout & cover designer, photographer, taco taste tester.
Lily Stewart: Social media designer.
Luke Watwood: Illustrator and layout designer.
Aidan Williams: Layout and production designer.
Laura Flores: Lead production designer.
Peighton Senges: Copywriter and social media designer.
Muriel Hanback: Production designer.
We then began thoroughly mapping our consumer experience. We decided to design the book in the shape of a taco, and introduce a social media influence that would both draw students into the tour and allow them an avenue to connect with others through our #ATHTacoChewingChallenge hashtag. This in effect benefits the students and the local businesses.
I interviewed, ideated directions for print and illustration, and went and visited as many taco places as I could.
I learned at times you have too many good ideas. navigating which to keep and which to put aside helps to clarify the product’s purposes. In our case, we set aside a rating system and replaced it with the option of coloring on each page to create more personalized interaction and to focus attention towards the taco challenge.
I created the cover design and the bumper sticker design, driving initial engagement with the book. I established a final layout design and guided production through the printing process.
We used a Cricut machine to cut the taco edge, rotating in 10 degree increments between cuts. This made sure the cut was consistent, providing a refined taco look and a premium taco feel.
Our social media is the first touchpoint of the taco challenge. People hear about the challenge from instagram, our social media has more detailed information such as aN athens taco map, where to find your book, how to get it stamped and where to deliver it to receive your badge of honor bumper sticker.