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Tierra Urbana
Food truck visual identity for Purdue University Design
What?
A bold and creative truck identity that translates research and analysis to engaging, accessible design.
Why?
To provide strategic, accessible identity design for a business and medium with a variety of variables and audiences.
Challenge
Designing for a medium with medium had more environmental variables than regular restaurant business/storefront, providing different constraints in audiences and identity design.
Solution
I tailored my design to specific audiences, using subtle visual cues like in my logo and illustrations to appeal to their values in combination with the objectives of the business.
Audience
With many young audiences in Denver, the truck primarily targets millenials and younger engaged in nightlight looking for a healthy, trendy late night bite, while also providing an engaging community experience through artistic elements like the chalkboard wall.
Environment
Residing in Denver'a art district, the identity appeals to the trend-forward design in the area while also maintaining reference to classic Denver artistic elements, like the graffiti style tag.
Result
The final product is an engaging, community centric experience that embodies the nightlife in which the truck occupies. The logo is intended to resemble a graffiti tag as a reference to the city's mural art, accompanied by bold and playful colors. The back of the truck is a chalkboard to create an interactive mural each night for patrons.
Key Takeaways
Developing touchpoints was essential in aligning with brand objectives, values and audience needs. Balancing functionality in design with the bold, creative approach created an experience that would engage consumers, and the selected touchpoints - a mobile app for ordering and social media, providing further enhancement to increase visibility and sales for the business.
Want to work together?
Send me a message! | edriscollct@gmail.com
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Self Branding SystemGarden App Redesign
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