LIFE IS SWEET. Most of the time. Right? Well, life is sweet when you have a milkshake in your hand. Milkshakes just make everything better, don’t they? An immense love of milkshakes, beaches, palm trees, and Spanglish allowed a beautiful baby pink food truck to be born. Dulce is a South Florida-exclusive food truck that began its journey in Miami Beach, FL in 2016 and continues to deliver sweetness to beachgoers all over the region.
BRAND AT TRIBUTES
L O G O VA R I AT I O N S
primary logo
secondary logo
L O G O VA R I AT I O N S
black logo
knockout logo
L O G O VA R I AT I O N S
primary icon logo
secondary icon logo
IMPROPER LOGO USAGE
do not distort
do not add drop shadow
do not use multiple colors within the logo
only use colors from color palette
do not add a stroke
do not rotate
T Y P E FA C E S LOGO & HEADLINES
BODY
Disco Baby ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 1234567890 !@#$%^&*(){}[]|\~`-+=:;'"<>?/., Brandon Grotesque Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 1234567890 !@#$%^&*(){}[]|\~`-+=:;'"<>?/.,
BODY
Brandon Grotesque Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 1234567890 !@#$%^&*(){}[]|\~`-+=:;'"<>?/.,
ALTERNATE HEADLINE
Brandon Grotesque Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 1234567890 !@#$%^&*(){}[]|\~`-+=:;'"<>?/.,
Dulce’s typefaces were carefully selected to properly convey the brand’s bubbly and quirky personality. Disco Baby is a retro custom-made typeface created by Nicole Spencer with Dulce in mind. How sweet is that? Brandon Grotesque was selected for its legibility as well as its aesthetic value to complement Disco Baby.
C O L O R PA L E T T E
mamey CMYK: 0 28 15 0 RGB: 250 195 193 PANTONE: 7520 U
milky pink CMYK: 1 15 7 0 RGB: 249 220 219 PANTONE: 705 U
deep blue CMYK: 100 100 32 25 RGB: 39 35 92 PANTONE: 282 U
palm green CMYK: 86 27 98 14 RGB: 33 125 64 PANTONE: 356 U
PAT T E R N S & I C O N S
These simple digital illustrations may be used in various brand elements including collateral, menus, napkins, apparel, and social media graphics.
tropical leaves
sprinkles
milkshake icon
menu icons
BRAND ELEMENTS
FOOD TRUCK
L ANDSCAPE MENU (FOR FOOD TRUCK DISPL AY )
HANDHELD MENU (FOR CUSTOMER USE)
EMPLOYEE APRON
PA P E R A N D P L A S T I C G O O D S
napkins
cups
drink accessories
TO-GO CARRIER
A P PA R E L
A P PA R E L
TOTES
BUSINESS CARDS
O T H E R S TAT I O N E R Y
SOCIAL MEDIA PROMOTION
STRATEGY:
Since Dulce is a constantly-moving food truck, traditional print media does not serve the brand as well as social media does. In this case, “followers” takes a more literal meaning. Keeping up with Dulce’s Instagram grants followers exclusive access to knowledge regarding future locations of the pop-up.
CONCEPT:
Using Instagram, Dulce can reveal hints regarding our future pop-up locations using the hashtags #dulcedestination. In other instances, Dulce can engage the audience using the hashtag #lavidaesdulce, which users can post on their own profiles when they take photos at the food truck locations.