Brand Identity for Wifey with a Knifey

The Wifey with a Knifey mark branded into a wooden cutting board, the hand-lettered name filling a lime slice with the mascot stepping out of it, a lime wedge resting on the board

Brand identity for a mobile food business that had to be seen before it could be tasted.

Client

Wifey with a Knifey

Sector

Mobile food service, BC interior

Brand identity, illustration, style guide, signage, packaging, merchandise

The problem

A new mobile food business launching into a crowded market. Working markets, fairs and local stops across the Okanagan and Kootenays, where the truck has to be recognised from across a field. Food trucks compete on visibility before anyone tastes the food.

The approach

The owner had the personality to be her own mascot, so I made her one. The name came from how she signed off lunch notes to her husband. It borders on sinister, which makes people look twice and then work out what the knife is actually for.

The system

Primary logo: the pin-up mascot with a raised knife, standing against a half lime carrying the Wifey with a Knifey lettering

Submark: a chef's knife threaded through the word Wifey, a red lipstick mark on the blade, on a purple cabbage ground

One-colour version of the primary logo, mascot and lime rendered in solid black

Colour palette swatches labelled avocado, lime, purple cabbage, mango, sour cream and black beans

Horizontal logo lockup showing the custom Wifey lettering above the word Knifey in heavy type

Hand-drawn pin-up character in a green polka-dot dress holding a kitchen knife

In application

Result

Launched in 2022 into markets and fairs across the Okanagan and Kootenays. The identity carried across signage, packaging, apparel, drinkware and a full vehicle setup without a single redraw. Four years later it is still running unchanged.

Need a launch cut or a sound to go with it? That gets built here too. The sound →