gigi’s
branding
A food truck created to operate in a post-pandemic world with branding inspired by vintage American car racing. For this project, I was challenged to design a branding system and concept for a State College restaurant with Covid-19 adaptations.
![](https://freight.cargo.site/t/original/i/4d579b41d72d7a6f08d86973db5df2ff26908a56995cb28a9841e69023e4b357/heroimage.jpg)
why a food truck?
As a result of the pandemic, the demand for takeout and disposable foodware has drastically increased. Based on my research, I concluded the restaurant should be a food truck because they are typically takeout and outdoor friendly. While providing people with covid-safe dining, a food truck also provides a timely, fun, and memorable experience.
sketches & moodboard
![](https://freight.cargo.site/t/original/i/b05c7efbac7114cce098274c15ec1960a36d1103be70e4dcaa01e9426143e7d1/mascotsketches.jpg)
![](https://freight.cargo.site/t/original/i/d92804b42f25d4c2df212f52dbb97ff87293c5111f50d8aaf64a8c6609b53a46/226b59548433465199d488c6149964e6.jpg)
branding
The restaurant’s branding is inspired by vintage American racecars. The sport’s speed and enjoyment respresent that of a food truck. The logo uses a texture that is symbolic of tire tracks and uses a lower case ‘g’ that resembles the shape of a race track. The branding also features a mascot wearing a fish cap and flag to represent the sport and the restaurant’s seafood menu.
![](https://freight.cargo.site/t/original/i/def1830b566294c15f62051d05451944da77fab3623a438498ebfca5fc1f0751/Branding.png)
deliverables
The deliverables include: a menu board, unfoldable paper takeout boxes, wax paper packaging, and stickers to be used for packaging, as well as collectables.
A menu board was chosen in order to avoid the cross-handling of reusable menus and waste of single-use menus. Food packaging can be used to eat directly out of or used as portable containers.
![](https://freight.cargo.site/t/original/i/80cd1a14140e1532846b08ed8babb7977327667ce79dda6506c98de352b64faa/box.jpg)
![](https://freight.cargo.site/t/original/i/715a76e5a8b81d6609843e984751e59dbecc5cc0a19d83628e9662411d94f7ee/menu.jpg)
![](https://freight.cargo.site/t/original/i/4edcd79d0f814ba0d6bbc1b0fb8a9e692dcf52c26119a9863b15da921ace46b2/wrapper.jpg)
![](https://freight.cargo.site/t/original/i/dcfb881f564775036492fcaf960c94acd22e1dacfae2a7ab40280c9f769a0d75/stickers.jpg)