Year
2024
Category
Branding & Illustration
Product Duration
3 - 4 Weeks
Understanding the dynamics of the street food scene, customer behavior, and competitor analysis was key. The research focused on how food trucks capture attention quickly and deliver an enjoyable, informal experience through branding.
The design combines a bold typographic system with hand-drawn elements and vibrant colors. The mascot plays a key role in creating a friendly and recognizable brand presence, applied across menus, packaging, truck graphics, and digital touchpoints.
The visual system was expanded into various brand materials, including signage for the truck, social media assets, uniforms, menus, and packaging. Every piece was designed to maintain consistency while enhancing the customer experience on-site and online.
The concept was built around the idea of a fun, energetic, and approachable brand. The use of playful visuals, a bold color palette, and a custom mascot helped to reflect the essence of the food truck — fast, tasty, and full of personality.
