This assignment was to redesign the branding for a food truck, which presented several unique challenges compared to designing for a brick and mortar restaurant. By nature, a food truck has a more casual atmosphere, plus it acts as its own advertisement as it moves from location to location and menu information, hours, and schedule must be easily accessible online for diners on the go.
I chose to base my branding for Reel Deal Fish & Chips off the look of old-school New England seafood shacks with a modern flair. A thin, monoline logo evokes fishing line, while a secondary pattern of waves in marine blue gives a nautical feeling without kitsch. The logo uses Flirt Script with LosLana Niu Pro as secondary type. LosLana Niu Pro is also used for body copy.
