Food Truck Branding

This project focused on creating a cohesive brand identity for a fictional food truck concept design to work across multiple real world applications.

The challenge was to create something that felt not only functional, but also distinctive and memorable. Something that could hold personality without losing clarity.

Problem:

The goal was to develop a brand that could balance personality with usability, working clearly across formats like menus, signage, and digital interfaces.

It needed to feel engaging and recognizable, while still being structured enough to function in real world use.

Strategy:

The concept centers around a specific audience: Paleontologists and dinosaur enthusiasts, especially those working in field environments.

From there, the focus became creating a system that feels both playful and grounded. Something with personality, but still clear and usable in context.

Design:

The design uses dinosaur names and scientific terminology as subtle puns, creating moments of humor that feel intentional rather than overwhelming.

Beyond ice cream, the menu includes drinks designed to replenish field researchers, ground the concept in something that feels practical as well as playful.

The color palette leans into cooler tones to suggest refreshment, with touches of warmth that nod to fossil dig sites. A more formal typeface reinforces the professional nature of the audience.

Together, these elements create a layered experience that reflects both the scientific world and the sense of discovery that comes with it.

Outcome:

The final result is a cohesive brand system that balances clarity, function, and personality.

It creates an experience that feels engaging and thoughtful, while still structured enough to work across a range of real world applications.

Food truck exterior showing how the brand comes to life in a real world setting.

Ice cream menu using dinosaur inspired naming to bring personality into the brand.

Branded uniform extending the identity into the staff experience.

Mobile app concept caring the brand into a simple, cohesive digital experience.