EL JEFE'S TAQUERIA  serves build-your-own tacos, bowls, and burritos in an environment inspired by our favorite spots in Mexico. What started as a one-off restaurant in Harvard Square quickly grew to eight college-adjacent locations across Massachusetts, New Jersey, and Pennsylvania. Having designed both the interior and branding, our studio remained an integral part of the rollout to ensure continuity, but also play off each location's unique context.