One of our first Graphic Communications projects and one of the more expansive projects from our program overall. The task is to pick a region of America to base a food truck off of, and choose the food accordingly. I chose the West Coast and decided that being coastal was perfect for a seafood truck. Off the Hook is one of many examples of me trying to use cleverness and wit to create an engaging brand identity. I chose to go with a shrimp for the brand logo to tie in with the red from the color palette, to emphasize coastal seafood, but also hot food, taking a step back into color psychology.
the expansion
The expansion is still a work in progress, I am further expanding the brand into a website format with information, locations, and online ordering/catering capabilities for the truck.