Overview
I chose an existing food truck in Minnesota called Smooth Move which needed an update. I created logos, a tagline, and a consistent branding strategy that creatively communicates a straightforward message to customers and clearly highlights what they offer.
Research
I conducted research about this company and discovered they did not have much to work with when it came to a cohesive branding strategy design. Smooth Move highlights that they offer dairy-free and gluten-free fruit smoothies. This brand is fresh, welcoming, and groovy which I wanted to showcase through my designs.
Execution
This branding came to life through the fluid organic shapes that feel like a real smoothie on the side of the truck that can easily grab people’s attention from blocks away. The color palette embraces different fruit colors that feel friendly.
IDEATION
BRAND GUIDELINES
TRUCK WRAP
MENU
MERCH
