The Takis Experience
Brand Identity/ Typography/ apparel design/ poster design/ print
ABOUTThis project is a visual exploration of the experience of eating Takis, a spicy tortilla snack. Using the type from a snack pack of Takis, the typography of the composition intends to pack a punch just as intense, fiery, and dynamic as the snack.
Takis bring a little bold to our everyday life. This limited edition packaging and apparel collaboration offers a special tribute to the mighty snack in hopes to inspire a little more bold beyond the snack.
Supervising ProfessorSohee Kwon
Year of Completion2021
THE SPARKCrunchy and crumby, Takis offer the tastebuds an explosive journey through salt, acid, spice, and MSG. They are bold, unapologetic, and not for the faint of heart. When I first tried them, I honestly hated them and could not understand why they were so popular. However, they slowly grew on me, and I found the audacity of their flavor combination and even their fierce color so amusing, I wanted to capture this spirit.
PROCESSUsing craggy shapes inspired from the chip bag, the design incorporates the original nutrition facts and many ingredients of a snack pack of Takis. Through studying and interacting with multiple packs of Takis, I likened the user experience to a fiery flavor inferno, a concept which I then explored visually through typography, color, and composition.
If eating Takis, one no longer considers nutrition facts, which inspired elements of the design, including how in the poster, every ‘M’, ’S’, and ‘G’ is highlighted. Tiny letterforms speckle the design, echoing the messy, fingerlicking experience Takis inspire.
