Not Not Tacos

San Diego, California

Brand Identity


Are they tacos? Well, they’re not not tacos. Established in 2018, by San Diego hospitality group Grain & Grit Collective and TV personality, author, and cook-extraordinaire, Sam “The Cooking Guy” Zien, Not Not Tacos serves up genre-bending fare that pushes the envelope of culinary creativity.


Gretchen was amazing to work with. She was patient with our team, provided a quick turnaround, understood our vision and helped bring it to life!

Will be working with her on many more projects to come!
— Katie Barton, Grain & Grit Collective
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the Inspiration

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The Final Brand & Styling

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Me with Sam The Cooking Guy at the soft opening of the Little Italy Food Hall.

Me with Sam The Cooking Guy at the soft opening of the Little Italy Food Hall.