LE72' Food Truck Brand Identity

Le72’ Food Truck is a street food concept rooted in the nightlife of French cities, where food trucks become meeting points after dark. Focused exclusively on smash burgers and chicken wings, the brand exists in the space between street culture, everyday urban life, and shared moments on the pavement.

The goal of the project was to translate the raw, unfiltered energy of street food into a coherent visual system—without polishing it into advertising. Inspired by the honesty of 80s–90s street photography, the identity embraces grain, contrast, and imperfection, reinterpreted with contemporary control and clarity.

A Brand that behaves like an urban mark, a verbal language that feels spoken rather than written, and an image direction centered on people, food, and night. The result is a visual universe that feels lived-in, immediate, and rooted in real moments rather than staged experiences.