Wisco Taco Foxtrot
Landing a Wisconsin concept in North Carolina
Pinehurst, North Carolina is known for its golf resorts and growing residential communities, but beyond the fairways, dining is limited. When a Wisconsin-born developer asked us to create a taco restaurant brand that brought Midwestern fun to the South, Wisco Taco Foxtrot took flight. Just a mile from the regional airport, the spot became the perfect runway for playful aviation-themed branding and a healthy dose of Wisconsin charm.
See The
Story
What We Delivered
- Apparel Design
- Art Direction
- Brand Development
- Brand Experience Consulting
- Environmental Branding/Signage
- Name Development
- Package Design
- Photography Art Direction
- Printed Collateral
- Social Media Design
- Verbal Identity
- Visual Identity
- Website Design
Collaborator
Three-Sixty
Early Bird
An unexpected pairing of Midwestern roots and taco-forward cuisine.
A HUB AWAY FROM HOME
Wisconsin tacos. Contradictory? Maybe. But that unexpected collision became the foundation for the entire brand – a place where travelers and locals alike can unwind, have a little fun, and enjoy tacos inspired by Wisconsin favorites (think brats, cheese curds, and even a Kopps burger).
A name that captures the spirit of flight... And fun
WTF IS THIS NAME ALL ABOUT
Borrowing from aviation’s phonetic alphabet, Wisco Taco Foxtrot celebrates the somewhat unexpected pairing of Midwestern roots and taco-forward cuisine. Together, the initials – WTF – set the tone from the start: cheeky, surprising, and a little irreverent. As the name suggests, Wisco Taco Foxtrot lives comfortably outside the box. The visual identity pulls inspiration from vintage aviation ephemera, blending retro textures, playful illustrations, and classic typefaces into a system that feels curated over time. Halftone imagery and bold graphic elements give the brand a spark of energy while enhancing its tongue-and-cheek personality.
A PLACE WHERE GUESTS CAN LAND, REFUEL, AND ENJOY A LITTLE MIDWESTERN HOSPITALITY
From playful aviation signage to specialty Old Fashioneds and classic Midwestern bar games, the space itself is filled with unexpected touches that surprise and delight at every turn. B&Co. worked closely with Three Sixty to translate the brand into the physical environment through large-scale murals, bold signage, custom beer taps and can labels, bar coasters, and menu design. Working alongside restaurant operator Early Bird Night Owl, we established a foundational brand voice and social media strategy to support Wisco Taco Foxtrot’s as it took flight. The result? A dining experience that is unmistakably its own – a place where guests can land, refuel, and enjoy a little Midwestern hospitality before jetting off on their next adventure.
Photo Credit: Anna Barzin
