Condado Tacos Unveils Vibrant New Identity While Staying True to Its Roots

Condado Tacos Unveils a Bold New Look

After a decade of journeying through the world of culinary creativity, Condado Tacos is ready to present its fresh visual identity without fundamentally changing what defines it. The popular taco chain has announced a transformation that is more of an unveiling than a rebrand, stepping back into the spotlight while firmly maintaining its core ethos of flavor and freedom.

With over 52 locations spread across 10 states, Condado Tacos has earned its status as one of America’s cherished taco destinations. Known for its innovative build-your-own taco concept, the company is now enhancing its aesthetic to align with the vibrant and rebellious energy it has cultivated over the years.

Sara Kear, the Chief Marketing Officer of Condado Tacos, emphasizes that this transformation was not a mere boardroom invention but a decade-long evolution influenced by their customers and team members. “Our new look represents an external expression of who we’ve always been - bold, fresh, and boundary-pushing,” Kear states passionately.

A Bold New Visual Identity

The evolution features a refreshing, graffiti-inspired logo and a striking color palette that encapsulates the brand’s personality. The layout of dining spaces will also reflect this personality, making the dining experience not just about food but about celebrating what it means to be part of the Condado community.

As Derrick Pratt, Condado’s CEO puts it, “We’re not here to fit in. We’re here to stand out because that’s what our guests do every day. Our updated vibe mirrors the joy, edge, and inclusivity that drives every taco and every restaurant.”

This new visual identity will be rolled out methodically beginning August 2025, with changes including updated menus and eye-catching restaurant signage. Despite these changes, the essence of Condado—emphasized by its unique taco creations, vibrant atmosphere, and the welcoming spirit—is expected to remain unaltered.

An Approach Rooted in Partnership

Condado Tacos collaborated with branding agency Doe-Anderson to navigate this transformative journey. Through this partnership, they sifted through customer feedback, team insights, and operational expertise to develop a visual system that resonates with both authenticity and scalability.

Stephen Kauffman, Executive Vice President at Doe-Anderson, commented on the collaborative nature of this project, stating, “This wasn’t about reinventing the brand—it was about amplifying what makes Condado Tacos special. We aimed to express that identity in a way that is as fresh as their often-praised house-made margaritas.”

A Dining Experience Like No Other

In a market flooded with counter-service dining options, Condado Tacos distinguishes itself with its full-service dining experience. This choice emphasizes exceptional hospitality, ensuring that guests not only receive their orders but also feel cared for in vibrant, art-filled surroundings.

Joe Kahn, Founder and Chief Innovation Officer of Condado Tacos, eloquently captured the restaurant’s spirit by saying, “Condado has always been about giving people exactly what they wanted and having fun while doing it. We’ve never followed the rules, and this launch is proof that we won’t start now.”

At its core, this project is not about becoming something new but about revealing the true colors of Condado Tacos and embracing what makes it unique—a community where everyone feels welcome and leaves with a fuller heart and belly.

As this trailblazing taco restaurant embarks on this exciting chapter, loyal patrons can look forward to an improved yet familiar experience. The brand is ready to show that embracing authenticity never goes out of style.