BOCADILLO

Carla Burruel came with a vision: a healthy, homemade lunch delivery service built for South San Diego educators, school functions, and corporate events. Bocadillo needed a brand as warm, intentional, and community-rooted as the food itself.

The brand was built around eco-friendly practices, approved district vendor status, and vegetarian-based meals, values that shaped every design decision from the custom mark to the illustration system. A series of original icons and hand-crafted illustrations brought personality and approachability to the identity, giving Bocadillo a presence that felt genuinely personal rather than corporate. My scope grew alongside the business. I designed and enhanced the e-commerce website twice as Bocadillo scaled, streamlining the ordering experience at each stage. Beyond digital, the system extended into merchandise, business cards, a custom QR code linked to Linktree, and print-ready magnets. A foundational social strategy and templated print collateral gave Carla the tools to run and grow the brand independently, with consistency built in from the start.