The Brief

A final year fictional self-negotiated brief (I got to design whatever I wanted) to design the brand identity, vehicle livery and collateral items for a vegan foodtruck company.

 

The Approach

The process involved everything from naming the business to designing staff uniforms and everything in between. The first time working to a self-negotiated brief, the journey was interesting and a good taste of non-uni set briefs, and the client was great fun to work with! The name was chosen for its direct relation to the business and product, to resonate with the consumer and be memorable and hopefully a bit quirky. 

 

The primary visual of the Citroen Hy Van was chosen to signify the truck itself to help cement the identity in customers' minds, giving the business its vintage quirky vibe that would resonate well with the audience of vegan or vegan-curious conscious consumers. The palette was kept simple to compliment the van's features rather than detract, and create striking memorable designs. Similar to our studio's logo, the illustrations for this project were created on the iPad Pro with the Procreate app and edited in Adobe Illustrator.

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Already starting to think about incorporating sustainability into my practice at this stage, the packaging designs utilise recycled materials such as kraft paper takeaway bags, glass jars for selling produce vs plastic and recycled card loyalty cards which double up as business cards/promo items, minimising the need for duplicate items and ultimately waste, as customers are more likely to hold on to a card if there's an incentive for them i.e. free food!

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Note: This project was completed for a student brief, and was not commissioned by a living breathing client, however if you're interested in opening a similar business and would like to use or develop my design concept, please get in touch as I'd love to collaborate and make this bad boy a reality!