Whilst researching vegan statistics via an article on the Guardian, I came across Club Mexicana, a pop up shop selling incredible Mexican style, vegan street food. A google search lead me to their website which immediately caught my eye due to the vibrant colours embedded into their overall brand identity.
The tone of voice featured throughout their website/social media is incredibly informal, witty and relaxing. The stance they have on veganism is not the outweighing factor, it is the passion for their food which is aimed at vegans and non-vegans alike. Their tone of voice is highly colloquial and relatable, which avoids alienating the audience, and a good tip to pick up on. If I was to use a very formal and serious tone of voice, this could put off potential customers who would feel out of place, it also takes a more subtle and relaxing approach to the vegan aspect of the food, not placing all the emphasis on cruelty or guilt tripping the consumer.
Club Mexicana also have social media, twitter & instagram, great platforms to spread the word and get an audience viewing the material. Instagram is a chain reaction; one vegan could like a picture from Club Mexicana's page, and multiple other people then have the opportunity to see it on their 'explore' page.
Having social media would benefit my cause, I would be able to advertise and reach a larger amount of people. In order to have a successful restaurant, people need to know about it!
What impressed me the most about this company, was the use of bright colours, which as i've discussed previously, can really bring veganism to life, and break the stereotypes associated with the lifestyle. Bright pink teamed with the joined typeface also represent neon signage, which can be associated with Mexican food bars and establishments. It is effective as it stands out from the crowd, as a contemporary food company, but maintains its authetic Mexican origin.
In order to learn more, I decided to contact Club Mexicana to gain some knowledge on where they plan to go in the future and any problems and challenges they had creating their company:
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