Brand Identity and Guidelines
Brand Strategy and Positioning
Print and Packaging
Create an identity for Sweet Venture, a food truck business. Develop a brand guideline that will be utilized for the business’ multi-media campaign pieces, consisting of: food packaging, vehicle wrap, patterns, and door-hanger menu.
Sweet Venture is a food truck business that focuses on desserts that incorporates all six taste receptors (sour, sweet, savory, bitter, spicy, and salty). The company aesthetic is whimsical with a modern touch. Since Sweet Venture values originality and imagination, the plan is to base their logo around their concept of taking a customer’s palate on a sweet adventure.
A whimsical theme of flying hot air balloon and candy explosion was concepted for the company’s branding. For the logo, figure and ground was assimilated into the letter “W” and the hot air balloon’s basket. Incorporating sharp accent lines within the soft angles of the hot air balloon and cloud created a playful and edgy logo. To produce a fun and exciting venue – bright primary colors were worked into the branding. The logo inspired the mother pattern “Sweet blast”, which determined the scheme for all the other patterns.
All the packaging, door menu, and stickers were created using designs from the established logo, branding, and patterns.
By pulling out elements and following the brand guideline, the whole food truck campaign presented strongly and cohesively.
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