Tropical Truck

Tropical Truck, located in Jacksonville, is an emerging business that prides itself on offering fresh, organic fruits, juices, smoothies, and additional products. The client hired me to develop their brand identity, menu, vehicle wrap design, and employee uniforms. The client trusted me with creative freedom over the style but was adamant about keeping the brand very tropical, which I ensured was to be done.

Timeframe: 2 weeks
FREELANCE PROJECT

Programs Used:
Illustrator
Procreate
InDesign
Photoshop

BRANDING, ILLUSTRATION, ENVIRONMENTAL DESIGN

OVERVIEW:

TARGET MARKET:

Age: 20- 60 years old
Income: 30k-100k
Education: Highschool, College, Trade-School
Personality: Health conscious, enjoys smoothies and juices, active, adventurous

See Process ↓

CONCEPT DEVELOPMENT:

While brainstorming concepts for the logo, my primary aim was to capture the essence of the tropics. I concentrated on integrating elements and abstract concepts reminiscent of tropical environments, such as waves, palm trees, flowers, and the sun.

When I started sketching thumbnails for the logo, I strategically opted for a sans-serif font with a tall x-height and a more organic feel. While fonts like Helvetica lean towards modern simplicity, I aimed to design a wordmark with an organic touch and a hint of flair.