Food Truck Branding

This project focused on creating a cohesive brand identity for a fictional food truck concept that would be functional across multiple real world applications. The challenge was to make it not only functional, but also distinctive and memorable.

Problem:

The challenge was to create a brand that felt distinctive and memorable while remaining clear and functional across multiple real-world applications. It needed to balance personality with usability so it could work effectively in formats like menus, signage, and digital interfaces.

Strategy:

The concept focused on aligning the brand with a specific audience: paleontologists and dinosaur enthusiasts, particularly those working in field environments. The goal was to create a system that felt both playful and refined, using thoughtful design decisions to balance personality with clarity.

Design:

The design uses dinosaur names and scientific terminology as clever puns, creating humor that resonates with professionals while still feeling playful. In addition to ice cream, the menu includes drinks designed to replenish field researchers, grounding the concept in real-world use.

The color palette combines cooler tones to suggest refreshment with subtle warmth referencing fossil dig sites. A more formal typeface reinforces the professional context of the audience. Together, these elements create a layered experience that reflects both the scientific world and the wonder of discovery.

Food truck exterior featuring the applied brand identity.

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

Branded uniform carrying the identity into the staff experience.

Mobile app concept extending the brand into a digital experience.

Outcome:

The final result is a cohesive brand system that balances clarity, function, and personality. It creates an engaging experience while remaining structured enough to work across multiple real-world applications.