After a long day at the shop — or, just as often, knowing there’s a long night ahead — Brett, Jamie, and I like to sneak out for an hour and walk to T/aco. Tucked along Walnut Avenue in Boulder’s beating downtown heart, it’s the best Mexican food in town. The fare isn’t what keeps us coming back, though. It’s the ritual itself that makes us happy and brings our creative selves back to life. Plus, it’s getting to see our friend Peter Waters.
Peter is world-famous in Boulder, an erstwhile corporate telecom salesman turned restaurateur and bon vivant. (If you’re looking for the courage to quit your dead-end job and risk everything on a wild dream, his story is a must-read.) Walking into T/aco, which he helped launch in 2012, is like stepping into a party you really want to be at.
We at Emerson Stone recently had the opportunity to do some creative work for T/aco (pronounced “Tee-ah-co”), starting with an update of the restaurant’s brand identity. From there, we designed new print collateral, from dinner and drink menus to advertising and shirts.
It’s the kind of assignment we love, breathing new life into much-loved local brand, knowing we’ll get to see impact of our work each time we visit.
Shortly after the project wrapped, Brett and I stopped by to T/aco at happy hour to see how the creative rollout was going (and, you know, to do a little quality control on the duck tacos). As usual, Peter greeted us like friends he’d been waiting all day to see — his superpower is greeting everyone like this — and showed us to our table.