Barriofied | Saïd

Brand Strategy / Online Ordering / Course Design / Localized SEO

This is for the Barrio.

A significant and often overlooked market in the US is the thriving Hispanic cash-based economy. Many Spanish-speaking consumers are excluded from the convenience of popular online food delivery services like Grubhub and UberEats due to language barriers and difficulties navigating English-dominated platforms. This creates a gap in access to the same seamless experiences English speakers enjoy.

Meanwhile, small business owners face their own challenges, as these platforms charge exorbitant commission fees of 25% to 30%, cutting deeply into their profits.

Enter Barriofied—a solution designed to bridge this gap. By offering a user-friendly, Spanish-first platform with lower fees and a focus on community needs, Barriofied aims to empower both Hispanic consumers and local businesses, creating a more inclusive and equitable food delivery ecosystem.

Your Economy is Getting Barriofied

Gentrification has long been a pressing issue for Black and Brown communities in urban areas. In this context, I’m referring to the cultural and economic displacement caused by the dominance of English-speaking, San Francisco-style tech startups and their aggressive sales tactics. These companies often present themselves as the only option, leaving marginalized communities with little choice.

“Barrio,” the colloquial Spanish word for neighborhood, embodies the spirit of resilience and community that drives this initiative. It represents the underdog energy needed to show our community that there are alternatives—options that respect and uplift their culture and needs.

Admittedly, this is an uphill battle. Many businesses in our community have traditionally relied on the belief that their goods and services should speak for themselves, often treating marketing as an afterthought.

Barriofied aims to change that by creating a platform that not only serves but also celebrates and empowers our neighborhoods.

Shop local Hispanic businesses with Barriofied.

Brand Colors

The urban landscape of our Hispanic neighborhoods is what informs this color palette.

For whatever reason, I’m resisting the strong reds, yellows, and greens associated with brands in the food & drink industry.

As I’m still adjusting the backend settings to improve localized search functions, the fine-tuned visual colors are secondary to the task at hand.

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Brand Header & Body Typography

Bebas Neue is a versatile display font family designed by Ryoichi Tsunekawa, building on the original Bebas typeface. Ideal for headlines, captions, and packaging, it offers a bold presence without feeling cluttered. With its extended character set and advanced OpenType features, Bebas Neue is tailored for professional use, making it a powerful tool for designers who need a typeface that commands attention while maintaining clarity.

Barriofied headline typeface Bebas Neue.

Work Sans, on the other hand, is a typeface family inspired by early Grotesque designs from foundries like Stephenson Blake, Miller & Richard, and Bauerschen Giesserei. The mid-range weights, particularly the Regular, are optimized for on-screen readability at medium sizes (14px–48px) and work well in both digital and print formats. The heavier and lighter weights are better suited for display purposes, such as headings or large-scale designs, across web and print. Designed with simplicity in mind, Work Sans is finely tuned for screen resolution, featuring larger diacritic marks and other adjustments to ensure legibility in digital environments.

Barriofied.com

The website is built on WordPress and enhanced by the GeoDirectory plugin, a robust yet user-friendly platform designed for creating directory listings. This combination allows us to effectively catalog the increasing number of Hispanic restaurants joining the platform.

Key Features Include: