Hellfire Cantina

WISDOM had the opportunity to design a brand for a new food truck to closely align with Wests Illawarra’s Wests Devils Football club, the new food truck was to be branded with a ‘Devil’ flavour. The name Hellfire Cantina plays homage to the Wests Devil’s theme and the spicy menu items of the Mexican restaurant & bar.

The logo is a Alebrije Devil Mask. Alebrijes are brightly coloured Mexican folk art sculptures of fantastical or mythical creatures. This imagery is unique in the Mexican restaurant space, and represents Mexican culture in a respectful and fun way.

Street food is authentic, flavoursome and no-fuss. To match this, the brand personality of the Hellfire Cantina is fun, bold, and quirky. This is reflected in the language used on the stickers, and the relaxed uniform of the food vendors, wearing t-shirts and visors.