Food Truck Branding

This project focused on creating a cohesive brand identity for a fictional food truck concept designed to work across multiple real-world applications. The goal was to build something that could translate easily between physical and digital spaces while still feeling unified an intentional.

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

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.

There was a need to create something flexible enough to adapt to different contexts, while still maintaining a strong and consistent identity throughout.

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.

The approach was to build a brand that could connect with its audience through subtle, thoughtful details, rather than relying on something overly loud or exaggerated.

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, grounding 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, helping the brand feel both credible and engaging.

Together, these elements create a layered experience that reflects both the scientific world and the sense of discovery that comes with it, allowing the brand to feel immersive without becoming cluttered.

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.

It successfully extends across multiple touchpoint, maintaining consistency while still allowing room for interaction and discovery.

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.