Branding a Food Truck
Original logo, menu, and business cards for Morales Asian and Tex-Mex Food Truck, a local staple in West Campus.
This project required that I create a new logo for the food truck and brand identity related to the previous logo. I also made a new menu for the food truck using inDesign.
We used a design research methodology to identify the goal, scope, and audience of this project. My audience was predominantly college-age young adults, considering the hours of operation, this was also a place to find late night comfort food from both Tex-Mex and Asian cuisines. My goal was to create a straightforward design system that was faithful to the previous visual identity, and supported the bandwidth of the business' scale.
Throughout the process I created several sketches and differing versions of logos, menu, and business card. One of the key changes and insights that guided me throughout the project was the logo ideation. I created a first draft of what I thought would be a good logo: simple type, and a small illustration. However, after receiving feedback from peers, this logo felt more 'corporate' rather than approachable. This led me to pivot and create another type based logo, however, more thoughtfully and intentionally made.
Considering Capacity
A manageable system for a small business, with clear communication principles.
After creating the Logo in Illustrator and Menu and Business Cards in Indesign, I was tasked with physically producing them. Using a local printer near the food trucks, Jenn's Copies, I printed my letter size menu using the multiple color stock available at Jenn's. Overall, this project was a succesful inquiry into meaningful brand systems that consider both the audience and the intended brand.
Results:
