designing a
FOOD
TRUCK jennifer faucett
.
visc 204
project
OVER VIEW
To explore different methods and strategies to design a food truck and apply various branding applications.
Use your same animal to come up with a logo and company name to design a food truck. Experiment with font choices, color palettes, and mood boards to create a successful brand identity that you can then apply to further branding applications like a business card, menu, to-go box and bag, t-shirts, website, etc. to create a fully developed, well-rounded, and successful brand identity.
how do ELEPH
we see HANTS?
preliminary
IDEAS ELEVATOR PITCH Elephants are seen as sweet-natured animals in society, from Dumbo to Horton Hears a Who. My food truck will use this idea to create a brand identity using an elephant as the logo to sell an assortment of sweets. I will focus on how they are a smart choice and are delightful to eat.
NAME EXPLORATION
BRAND ATTRIBUTES
Sweet Tusk Smart Sweets Junk In The Trunk ElaSweets TrunkN’Treats Trunk In Love Sweet Secrets Treat Yo Trunk Trunk’s Delight A-fric-an Love It
Rustic African Natural Inviting Homey
LOGOS
mood
SELLING CUPCAKES Pastels Clean Simplistic Dainty Organic
SELLING CHOCOLATES Rustic Natural Vintage Homey Earthy
S
BOARDS
SELLING CANDY Colorful Lively Fun Candyland Playful
round
ONE
round
TWO
round THREE a
LOGO SYSTEM
r -f
ic - an l ove
COLOR PALETTE
APPLIED
it
truffles milk truffle
$1
milk c h oc olate s h el l wit h a c reamy milk c h oc ol ate in s ide
white truffle
a-fric-an
love it
hazlenut truffle
$1
milk c hoc olate s he ll wit h a c hoc olate and haz lenut ins ide
$1
coconut truffle
$1
w h ite c h oc ol ate s h ell wit h a c reamy w h ite c h oc olate in s ide
white c hoc olate s he ll wit h f lu ff y c oc onut ins ide
caramel truffle
strawberry truffle
$1
milk c h oc olate s h el l wit h t h ic k c aramel in s ide
a
dark truffle
$1
milk c hoc olate s he ll wit h f lu ff y strawber r y ins ide
$1
dar k c h oc ol ate s h ell wit h a r ic h dar k c h oc ol ate in s ide
a
a
irish cream truffle
$1
dar k c hoc olate s he ll wit h f lu ff y ir is h c ream ins ide
a
a rti s a n a l a f r i c a n c h o c o l ate s
chocolate
a - fric - an
l ove it a rti s a n a l a f r i c a n c h o c o l ate s
sa
es
ar
ti
na
l a o frican ch
l co
at
a - fric -an
love it
fudge r ic h
l ove it
Hipster Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Alpaca Scarlett Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
a rti s a n a l a f r i c a n c h o c o l ate s
SUPPORT PATTERN
$3
fu dg e
brownie s erved c ream
FONT SELECTION
a rti s a n a l a f r i c a n c h o c o l ate s
a - fric - an
c h oc olatey
BRAND ATTRIBUTES
RUSTIC VINTAGE NATURAL INVITING HOMEY
wit h
$4 a
s c oop
of
ic e
chocolate cake toppe d wit h a c hee r y
whippe d
c ream
chocolate strawberries milk c hoc olate ber r ies
c ove re d
$4
and
$3
straw-
new
IDEA
round
FOUR I wasn’t happy with how my ideas were coming together on the food truck and the applications with my previous brand board. I didn’t like how the colors were working together, and I just felt like I was missing something. So, I changed my color palette and the overall feel of my food truck to adopt a more African-truffle kind of feel.
the final
FOOD
TRUCK and its branding applications
913.568.7182 africanloveit.com
@africanloveit
order here
a-fric a rti s a n a l a f r i c a n
a - fric - an
l ove it a rti s a n a l a f r i c a n c h o c o l ate s
a rti s a n a l a f r i c a n c h o c o l ate s
an l ov e
a
n
al
ol
is
at
es
a rt
c hoc o lates
-
ic fr
it
a
c -an
afr
h ican c
oc
913.568.7182