Role: Graphic Design/Art Direction
Client: From a young age, the client dreamed of starting a food business. After moving to Okinawa, Japan, he discovered the perfect opportunity to share the flavors of his hometown, San Diego, with an entirely new community. Drawn to the creativity and culture of food trucks, he found a model that not only showcases his passion for food but also reflects his belief in accessibility, connection, and bringing people together through authentic flavors.
Responsibilities: Create a branding system encompassing client’s specific request of integrating a combination of their favorite cultures; San Diego-style Mexican food and Mexican Lucha Libre wrestling. Selected typeface options, color palette, patterns based off client’s provided inspiration and then later enhanced. Created follow up branding deliverables to increase brand awareness, build brand trust with customers and create an original as well as memorable international experience for the audience.