Everything in a Truck:
Everything in a Truck is a bagel food truck based in Chicago, IL. The food truck design is made specifically to match the hustle and bustle of Chicago’s busy mornings. The idea is to bring New York’s iconic bagels to a city that is just as iconic.
I wanted to create something affordable and community-driven while proving that a small business can still make a big impact without needing a large storefront. I want it to feel comforting and familiar. This is something that you look forward to in the morning before going to work. This restaurant exists because it provides high-quality bagels in a convenient way for people with fast-paced, busy lifestyles.
Problem Statement:
Wordmark: The goal of this project was to develop a distinctive wordmark that establishes the foundation for a cohesive visual identity. The focus was on creating a recognizable mark that communicates the overall personality and direction of the brand.
Menu: The goal of this project was to apply the established visual identity to a functional menu design. The focus was on creating a clear and cohesive layout while maintaining consistency with the overall brand across different design applications.
Research & Inspiration:
Adjectives
Community
Urban
Welcoming
Functional for on-the-go
Target Audience
Commuters
Busy professionals
Food lovers
City residents
Sketching:
Ideating between wordmarks and a combination logo.
Digital Iterations:
Bringing the ideas I had from my sketches digitally. I am still ideating between the two concepts.
Final Wordmark:
& color application
Menu:
The menu design brings the brand’s visual identity to life through typography, color, and layout.
It’s designed to be both functional and visually engaging, it organizes menu items with clear hierarchy and readability while reflecting the brand’s modern, approachable personality.
Refinements:
I then transitioned into the refinements where I introduced color and graphic elements.
Final Menu:
Elements:
I made a collection of custom icons inspired by Chicago and the brand’s identity. These graphics can be used across different branding applications to add personality and create a consistent visual language.
Website:
Branding Mockups:
Final Brand: