[jessie] phase 2

This hypothetical food truck company is one about the feeling of joy. It's about remembering those childhood days of eating and playing and being at your happiest. It seems like these feelings are often forgotten as an adult. My objective then is to develop a brand for a mobile restaurant (food truck) dedicated to bringing joy and empowering communities through food. In essence, it’s “running on joy”.

In order to do this, I've developed 3 distinct directions for the identity of the brand based upon the three attributes that define the brand: empowering, nostalgic, and playful. Each attribute visually speaks to a specific part of the brand and provides the voice that characterizes the brand's overall essence. “Empowering” addresses the environmentally concerned aspect of the brand; “nostalgic” addresses the familiar homey aspect of the brand; while “playful” addresses the fun aspect of the brand. Whether it’s a community, a neighborhood, or a family running on joy, it’s about inspiring joy in everyone.

Phase 2 Final