Veggie Food Truck
WHAT IT IS

A concept and branding for a food delivery system

MAIN GOAL

Make healthy, and nutritious vegetarian food more accessible

AUDIENCE

Vegetarians or people interested in vegetarian food

WHY I MADE IT

To solve some of the problems I faced while transitioning into vegetarianism

MY ROLE

Researcher and Visual Designer

STEPS I TOOK

Research, VALS, Positioning Matrix, Personas, Sketches

Veggie Food Truck
Veggie Bag Veggie Bowl
Veggie Food Truck
Veggie Website Top Veggie Website Bottom
HOW I DID IT

Understanding who I’m designing for

One of my preferred way to start a project is by creating personas. I do this so that I can better understand the people I’m designing for.

Veggie Persona
Veggie Persona

Designing the differentiating factor

The big differentiating factor of the Veggie brand is their commitment to educating their customers on the health benefits of their ingredients. To showcase this factor, I chose to design a set of stickers that would go on the bowl’s packaging.

Veggie Iconography

Choosing the right typeface that fits the purpose

I started working on Veggie's menu to determine which typeface(s) would work best. With the menu, I nailed down several requirements the chosen typefaces had to have: legible at a smaller scale, a good variety of weight and styles, and a contrasting typeface for emphasis.

Veggie Menu
Veggie Menu

Finding the visual components to create a brand

After creating a tone board and a moodboard, I had a better idea of how I wanted to approach the brand guide. I chose to go with bright colors and hand drawn illustrations because I wanted the brand to have a fun and playful feel.

Veggie Style Tile
Veggie Style Tile

Planning for brand expansion and how it could work

I experimented with the visual language I had already established to see how it would play into a mobile app.

Veggie App Screens
Veggie App Screen
THINGS I LEARNED
  • How to manage a brand across different media types, while keeping consistency.
  • Being okay with not having the right answer at the first, learning to be flexible within the process.
  • Finding the right sources for research and letting them guide my decisions.