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Creating a Brand Identity: Food Truck


Elephants

Megan Reilly


Developing A Concept Animal: Elephant (based on Project 1) Concept: The concept for my food truck is a healthy café on wheels. I got most of my inspiration from the health café, T Loft, here in Lawrence. There aren’t a lot of completely healthy and all natural restaurants that are quick and easy, so I wanted to create one. I imagine a truck that serves salads, bowls and some breakfast items that contain a good source of protein, vegetables and low carbs. These nutrition facts would be listed for the customers as well. Also, it would serve juices, protein shakes and some healthy treats. I would also have the option to create a custom bowl or salad, where you could pick your protein, grain, vegetables etc. Overall, it would be a very healthy, natural, pure food source. It strongly connects to the idea of an elephant as the logo because in Buddhism, the white elephant symbolizes purity, strength and control versus the grey elephant, which is untamed and weak. With this idea as a basis of the truck, I’m leaning towards the names, Ivory, which is very simplistic, or The White Elephant, which is more descriptive. I’m really passionate about health and wellness and elephants are my favorite animal so I think this is a perfect fit. Name Ideas: 1. The Healthy Trunk 2. Ivory 3. Ivory Tusk 4. Juice Stomp 5. The Hungry Elephant 6. The Healthy Elephant 7. Green Elephant 8. Pure Café 9. The White Elephant 10. The Skinny Elephant 11. Fitphant 12. Fit Trunk 13. Fresh Trunk Attributes: 1. Modern 2. Pure 3. Natural 4. High-end 5. Custom orders


Finding inspiration

Natural, cool tones

Simple, black and white

Creating moodboards help to gather inspiration from existing images, materials, text etc. to project a particular style or concept you might use for your own work.

Natural, organic, green


Sketching concepts


Creating a brand board Attempt 1 THE

EN GRETRUNK

Titles/Headlines type

Subheads type

Copperplate Gothic Light - regular

District Pro - thin

THE WHITE ELEPHANT

Spotlight type

titles/headlines type

Colors of autumn - regular

EAT CLEAN.

THE GREEN TRUNK

GET . GREEN

subheads type District Pro - thin

Copperplate Gothic Light - regular

body type

Minion Pro - regular

THE WHITE ELEPHANT Simply Pure Food. THE WHITE ELEPHANT Simply Pure Food.

Clean eats and healthy juices.

THE WHITE ELEPHANT

THE GREEN TRUNK

Simply Pure Food.

Clean eats and healthy juices.

(314) 546-5678 thewhiteelephant.com thewhiteelephant@gmail.com

T US CONTAC

(314) 546-5678 thegreentrunk.com thegreentrunk@gmail.com

THE GREEN TRUNK Clean eats and healthy juices.

EAT CLEAN.

THE WHITE ELEPHANT Simply Pure Food.

GET . GREEN

Attempt 2

THE

GREEN\ TRUNK

THE

GREEN\ TRUNK

Lemon/milk abcdefghijklmnopqrstuvwxyz

COLORS

M OF AUTU

abcdefghijklmnopqrstuvwxyz

EAT CLEAN.

THE

EN. GET GRE

GREEN\ TRUNK

The White Elephant Simply Pure Eating.

District Pro

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Lemon/milk abcdefghijklmnopqrstuvwxyz

The White Elephant

Avenir Next ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Simply Pure Eating.

THE

GREEN\ TRUNK THE

GREEN\ TRUNK

EAT CLEAN

THE

GREEN\ TRUNK

The White Elephant Simply Pure Eating.

THE

Home

MENU

CONtact

ABOUT US

GREEN\ TRUNK

The White Elephant Simply Pure Eating.

The Green Trunk offers a fun, pure eating experience. In Buddhism, elephants symbolizes purity and control. With our customizable menu featuring salads, meal bowls, teas, juices and protein shakes, a pure meal is possible. We use all fresh, natural ingredients and offer the healthiest of food to keep control of your lifestyle. Come visit and see for yourself what all this trunk has to offer

Hours Monday-Thursday 8 a.m. - 9 p.m. Friday and Saturday 9

THE

GREEN\ TRUNK

THE

GREEN\ TRUNK

THE

GREEN\ TRUNK

Meal Bowls

Home

MENU

CONtact

ABOUT US

Teas The White Elephant Simply Pure Eating.

The White Elephant offers a luxury cpure eating experience. In Buddhism, the white elephant symbolizes purity and control. With our customizable menu featuring salads, meal bowls, teas, juices and protein shakes, a pure meal is possible. We use all fresh, natural ingredients and offer the healthiest of food to keep control of your lifestyle.

Hours Monday-Thursday 8 a.m. - 9 p.m. Friday and Saturday 9 a.m. - 10 p.m. Sunday 10 a.m. - 6 p.m.

Meal Bowls

Teas


Choosing a direction HEADER

The White Elephant COLORS

LOGOS

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The White Elephant

n e p h a

FONTS

Avenir Next

Lemon/milk abcdefghijklmnopqrstuvwxyz

SUPPORTING TEXT

ABCDEFGHIJKLMNOPQRSTUVWXYZ

SYMBOLS

Salads clean eats juices Teas

Simply Pure Eating. PATTERNS

DESIGNED BY

MEGAN REILLY


Refinements More Simplistic Logo Design

T Adding Pattern

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Simply Pure Eating.

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The White Elephant

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Removing Pattern

New set

Thinning Stroke Weight

New symbol

Finalizing Supporting Text and Symbols

Salads clean eats juices Teas

Simply Pure Eating.


Final Brand Board HEADER

The White Elephant COLORS

LOGOS

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The White Elephant

n e p h a

FONTS

Avenir Next

Lemon/milk abcdefghijklmnopqrstuvwxyz

SUPPORTING TEXT

ABCDEFGHIJKLMNOPQRSTUVWXYZ

SYMBOLS

Salads clean eats juices Teas

Simply Pure Eating. PATTERNS

DESIGNED BY

MEGAN REILLY


Final LOGO

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W h i e

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Designing the Food truck Attempt 1

Attempt 2

Salads

clean eats

juices

TEAs

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T

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h

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Teas

n e p h a

The White ELEPHANT

The White Elephant Simply Pure Eating.

The White elephant


FinAL Food truck

E t

n e p h a

Simply Pure Eating.

The White Elephant

@thewhiteelephant facebook.com/whiteelephant

345-456-7543

www.thewhiteelephant.com

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Find Us.

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Simply Pure Eating.

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t

The White Elephant

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l

Salads clean eats juices Teas

T

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345 - 456 - 7543

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n e p h a

Simply Pure Eating.

Simply Pure Eating.


Additional Applications Trifold Menu

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Simply Pure Eating.

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n e p h a

Salads clean eats juices Teas The White Elephant

Menu

345-456-7543 thewhiteelephant@gmail.com w w w. t h e w h i t e e l e p h a n t . c o m St. Louis, MO

Outside

The White Elephant

SALADS Southwest

Veggie Delight

Spinach, black beans, chicken, red peppers, tomatoes, cheddar cheese, avocado, sunflower seeds, low fat ranch dressing

Garlic Salmon

8.5/12.5

5/9

Fruitty Quinoa

7.5/11.5

4.5/8.5

Kale, grapes, apples, quinoa, goat cheese, walmuts, cranberry pear vinagrette

All Day Breakfast

5.5/9.5

JUICES

5/9

Make you own upon request.

Daily C

Turkey, red peppers, onions, spinach, feta cheese, eggs, salsa

Romaine, turkey, red peppers, black beans, cheddar chesse, tomatoes, mushrooms, low fat ranch dressing

Small 2.5 Medium 4.5 Large 7.5

Classic Black Classic Green Hibiscus Berry Mango Black

Black Tea Green Cleanse Chai Mint Herbal Tea Ooolong Tea Detox Black Lavendar

Broccoli, mushrooms, onions, red peppers, carrots, chicken, cashews, spicy terraki

Napa cabbage/red cabbage, grilled streak, edamame, red peppers, carrots, cashews, sesame ginger dressing

Azteca

Hot and Spicy

Cold

Hot

4.5/8.5

Kale, broccoli, red peppers, egg whites, goat cheese (add chicken for additional 1)

Grilled salmon, field greens, avocado, red peppers, black beans, tomatoes, garlic chipotle dressing

Sesame Steak

TEAS

CLEAN EATS

Served with warm dinner roll.

5.5/9.5

Small 3 Medium 5 Large 8

Kale, spinach, orange, apple, lemon

Green Chia Half 6.5 Full 10.5

Create your own salad. 1. Choose your greens. Pick 1 or 2

Spinach Field Greens

Kale Iceberg

Vinagrette Lemon Sicilian Vinagrette Italian Caesar Garlic chipotle

Oil and Vinegar Sesame Ginger Low Fat Ranch Low Fat greek

4. Add protein.

Pick 5 (or more at 1.00 per topping)

Inside

Spinach Feta Goat Cheese Onions Mushrooms Carrots Sunflower Seeds Cashews Kale Avocado

Grilled Steak Grilled Salmon

Turkey Blackened Mahi

Apples Grapes Cucumbers Edamame Almonds Fresh Basil Strawberries Cheddar Cheese Black Beans

Grilled Chicken 2.5 Grilled Salmon 3.5 Grilled Steak 3.5 Blackened Mahi 3.5 Turkey 2.5

Jasmine Rice Brown Rice

Eat Your Veggies

Spinach, celery, cucumber, apple, ginger, lemon

Whole Wheat Noodles Organic Quiona

3. Choose your ingredients.

Orange Juice

Pick 5 (or more at 1.00 per topping)

Steamed Veggies Broccoli Green Beans Celery Blue Cheese

Red Peppers Sweet Potatoes Tomatoes Walnuts Cranberries

4. Add a topping. Salsa Spicy Terraki Buffalo Sauce Avocado

cucumber, celery, spinach, apple, lemon, chia

Very Berry

Blueberry, strawberry, apple, lemon

2. Choose your grain.

3. Choose your toppings. Steamed Veggies Broccoli Green Beans Celery Blue Cheese Red Peppers Sweet Potatoes Tomatoes Walnuts Cranberries

Small 5.5 Regular 9.5

1. Choose your protein. Grilled Chicken Eggs Egg whites

Romaine Napa/Red Cabbage

2. Choose your dressing. Balsamic Vinagrette Creamy Gorgonzola Raberry Vinagrette Cranberry Pear Creamy Blue Cheese

Create your own bowl.

Spinach Feta Goat Cheese Almonds

Honey Mustard Cranberry Pear Vinagrette Lemon Sicilian Vinagrette

Onions Mushrooms Carrots Sunflower Seeds

Cashews Kale Apples Grapes

orange, carrote, pineapple

Tea Time

Spinach, blueberry, orange, carrot, lemon, green tea

Our Mission. The White Elephant offers a luxury, healthy eating experience. In Buddhism, the white elephant symbolizes purity and control. With our customizable menu featuring salads, meal bowls, teasand juices, a pure meal is possible. We use all fresh, natural ingredients and offer the healthiest of food to keep control of your lifestyle.


Business Card and Membership Card

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MEGAN REILLY Owner

t

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n e p h a

Simply Pure Eating.

345-456-7543 thewhiteelephant@gmail.com w w w. t h e w h i t e e l e p h a n t . c o m

The White Elephant

Simply Pure Rewards. Buy 9 juices and get the 10th free!

FREE

MEmbership card

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INFO

e Whi

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345-456-7543 thewhiteelephant@gmail.com w w w. t h e w h i t e e l e p h a n t . c o m St. Louis, MO

n e p h a

The White Elephant offers a luxury, healthy eating experience. In Buddhism, the white elephant symbolizes purity and control. With our customizable menu featuring salads, meal bowls, teas and juices, a pure meal is possible. We use all fresh, natural ingredients and offer the healthiest of food to keep control of your lifestyle.

E

E

E

l

The White Elephant

Our Mission.

e Whi t

h

h

n e p h a

MEGAN REILLY Owner

345-456-7543 thewhiteelephant@gmail.com w w w. t h e w h i t e e l e p h a n t . c o m

The White Elephant MEmbership card


Website

Simply Pure Eating. ENTER SITE

e Whi

T CONtact

EVENTS

ABOUT

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t

LOCATION

E

MENU

n e p h a

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St. Louis, MO 345-456-7543

Where’s our NEXT LOCATION?

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E Home

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t

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Home

MENU

LOCATION

CONtact

EVENTS

ABOUT

n e p h a

HouRS

SALADS

Monday-Thursday 8 a.m. - 9 p.m.

Salads clean eats juices Teas

Teas

Friday and Saturday 9 a.m. - 10 p.m. Sunday 10 a.m. - 6 p.m.

VIEW FULL MENU

@thewhiteelephant

The White Elephant

facebook.com/whiteelephant

Simply Pure Eating. Find Us.

345-456-7543

www.thewhiteelephant.com

T

E

t

Home

MENU

CONtact

LOCATION

EVENTS

l

E

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l

ABOUT

n e p h a SALADS Southwest

8.5/12.5

Sesame Steak

7.5/11.5

Veggie Delight Hot and Spicy

5/9

Fruitty Quinoa

4.5/8.5

Kale, grapes, apples, quinoa, goat cheese, walmuts, cranberry pear vinagrette

All Day Breakfast

5.5/9.5

JUICES

5/9

Make you own upon request.

Daily C

Turkey, red peppers, onions, spinach, feta cheese, eggs, salsa

Romaine, turkey, red peppers, black beans, cheddar chesse, tomatoes, mushrooms,

Kale, spinach, orange, apple, lemon

Green Chia

Create your own salad. 1. Choose your greens.

Half 6.5 Full 10.5

Pick 1 or 2

Spinach Field Greens

Kale Iceberg

Balsamic Vinagrette Creamy Gorgonzola Raberry Vinagrette Cranberry Pear Creamy Blue Cheese

Vinagrette Lemon Sicilian Vinagrette Italian Caesar Garlic chipotle

Create your own bowl. Grilled Steak Grilled Salmon

2. Choose your grain. Oil and Vinegar Sesame Ginger Low Fat Ranch Low Fat greek

Small 5.5 Regular 9.5

1. Choose your protein. Grilled Chicken Eggs Egg whites

Romaine Napa/Red Cabbage

2. Choose your dressing.

Jasmine Rice Brown Rice

Whole Wheat Noodles Organic Quiona

Turkey Blackened Mahi

Small 2.5 Medium 4.5 Large 7.5

Classic Black Classic Green Hibiscus Berry Mango Black

Black Tea Green Cleanse Chai Mint Herbal Tea Ooolong Tea Detox Black Lavendar

Broccoli, mushrooms, onions, red peppers, carrots, chicken, cashews, spicy terraki

Napa cabbage/red cabbage, grilled streak, edamame, red peppers, carrots, cashews, sesame ginger dressing

Cold

Hot

4.5/8.5

Kale, broccoli, red peppers, egg whites, goat cheese (add chicken for additional 1)

Grilled salmon, field greens, avocado, red peppers, black beans, tomatoes, garlic chipotle dressing

Azteca

TEAS

CLEAN EATS

Served with warm dinner roll.

5.5/9.5

Spinach, black beans, chicken, red peppers, tomatoes, cheddar cheese, avocado, sunflower seeds, low fat ranch dressing

Garlic Salmon

cucumber, celery, spinach, apple, lemon, chia

Very Berry

Blueberry, strawberry, apple, lemon

Eat Your Veggies

Spinach, celery, cucumber, apple, ginger, lemon

Small 3 Medium 5 Large 8

t

E

T

e Whi

t

h

e Whi

t

h

Home

MENU

LOCATION

CONtact

EVENTS

n e p h a

Our Mission. The White Elephant offers a luxury cpure eating experience. In Buddhism, the white elephant symbolizes purity and control. With our customizable menu featuring salads, meal bowls, teas, juices and protein shakes, a pure meal is possible. We use all fresh, natural ingredients and offer the healthiest of food to keep control of your lifestyle.

ABOUT


Patterned Cups

Large (20 oz)

Medium (16 oz)

Small (8 oz)


Additional Products

The White Elephant Simply Pure Eating.

To go packaging

Juice cups


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Simply Pure Eating.

T-shirts

Salads clean eats juices Teas


Megan Reilly VISC 204 Fall 2015


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