Brand Tone

Authentic & Approachable, Community-Focused & Inclusive, Confident & "Bad Ass", Passionate & Flavor-Driven, Humorous & Engaging

Brand Values

• •Community
• •Culture
• •Authenticity/Family Roots
• •Inclusivity
• •Quality & Freshness
• •Resilience & Redemption
• •Fun & Enjoyment

Best Practices

• •Channel Danny's Voice (Authentically): Think: tough but fair, street-smart with a heart of gold, and a touch of humor. Keep it real and avoid overly corporate language.
• •Emphasize "Fresh" and "Flavorful": These are key selling points. Use vivid, sensory language to describe the food.
• •Highlight Inclusivity: Regularly mention vegan, vegetarian, and other dietary options to reinforce the "something for everyone" value.
• •Inject Personality & Story: Weave in elements of Danny Trejo's story, the brand's LA roots, and the community focus. Make it more than just about tacos.
• •Keep it Engaging and Slightly Edgy (Where Appropriate): Don't be afraid to use a bit of playful "badass" attitude, especially for merchandise or more informal communications, but always keep it welcoming.

Social Perception

Celebrity-Driven Excitement, More Than Just a Celebrity Restaurant, LA Staple with Growing International Recognition, Cool & Trendy, Generally Positive Food Reviews, Community-Oriented

Copy Examples

• •Headline: "Tacos So Good, They Oughta Be Illegal. (But They're Not. We Checked.)" Body: "Danny Trejo doesn't mess around, and neither do our tacos. Packed with flavor, fresh ingredients, and a whole lotta heart. Come get some."
• •Headline: "Your Familia's New Favorite Taco Joint. And Ours Too." Body: "At Trejo's Tacos, everyone's welcome at the table. From our family recipes to your new go-to, we're serving up authentic LA flavor with a side of community. Vegan? We got you. Carnivore? Step right up."
• •Headline: "Not Your Abuela's Tacos. (But She'll Probably Love 'Em Anyway.)" Body: "We're shaking things up, LA style. Think bold flavors, fresh twists, and that signature Trejo attitude. It's Mexican food, elevated. It’s a party in your mouth."
• •Headline: "Fuel Your Inner Badass. One Taco at a Time." Body: "Life's too short for boring food. Trejo's Tacos delivers deliciousness that’ll make you feel as legendary as the man himself. Grab a taco, grab some merch, and own your day."
• •Headline: "From Hollywood to Your Hood. The Legend of Trejo's Tacos Continues." Body: "What started as a dream is now serving up smiles (and seriously good tacos) across LA and beyond. Experience the taste, feel the vibe, become part of the Trejo's story. P.S. Our merch is pretty badass too."