The original idea came when I had the opportunity to submit a taco-oriented design into the XOXCO app, Taco Text which was a way to send taco emoji on your phone. This was before emoji really blew up, and the app did really well on the various mobile App Stores.
From there Brad of Brave the Woods came by the studio, got excited about the little taco dude and asked if he could clean it up and get t-shirts made. Seemed fun to me, and we got going on some other concepts as well. We did a ton of color variations, talked about the greatness of taco culture in Austin, and dreamed big.