Elora Kelsh Creative

A friend + his family started a Mexican food cart in Eugene in early 2020. They became popular for their flavor-packed, spicy salsas, + for their delicious quesabirria. I became involved early on in the business planning process, first by helping come up with the name of the cart, + later on in helping establish the cart’s brand identity + marketing approach.

I worked to incorporate MBOSQ’s established logo + other assets across their various digital + physical media needs.

We put a large emphasis on branding + storytelling about the family behind MBOSQ, especially in the leadup to the cart’s grand opening. When brainstorming names, we landed on a version of a song title name by Mexican indie rock/ alt. band Porter, a shared favorite band. Heavily inspired by the aesthetic of that group and other Spanish + LatinX aritsts, in addition to contemporary restaurants + businesses we visited in Mexico City + Guadalajara, the name (+ overall approach to design + color choices) intentionally diverts from the more commonplace U.S. Mexican restaurant names (think “basic” examples such as Tacos Amigos, Burrito Hacienda, or similar), to instead embrace one with more symbolism + modernity.

I worded the details about the specific meaning behind “MBOSQ” in their trifold print menu, + the “origin story” has been a crucial storytelling element revisited time + time again.

Luis Omar Moreno, the main cook + restaurant owner, had been a passionate + very talented cook his whole life. It was his dream to quit his construction job to open a food cart + cook for a living.

I resolved to capture a look + feel for the food cart that paralled the standout elements of both his great cooking + his inspiring story. Putting the focus on the authenticity of Luis + his family in line with the food they were serving contributed to their success.