Food Truck Rebrand

The Problem:

Clarify the vision, position in the market, and audience of a current food truck (The Salsa Spot) and develop a branding strategy that clearly and uniquely communicates and supports the brand.

The Solution:

I began working through the problem by first completing some initial research on the current food truck and its design. Through that initial research, I was able to determine the food truck's strengths, weaknesses, and audience. This initial research lead me to create the desired outcome for the food truck which was to elevate the experience while also leaning on the organic ingredients and authentic Mexican cuisine the Salsa Spot offers and the overall message that is optimistic, natural, and friendly to be achieved through my design. I then did some visual research and created three different mood boards that I combined to create the new branding. The assets that I created through this project were a logo, brand guidelines, food truck wrap design, menu, and merch.