Crafted
Annette González Español
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Posted Feb 12, 2023
Case study: the creation of a food truck concept, value proposition, and brand identity.
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ADVE 715: Digital Production Strategies for Advertising
Brief: Create a brand concept, position, and identity for a food truck.
Brand Concept
Crafted is not -just- an empanada food truck; They have the OG recipe.
Their mission is to prepare empanadas that make Argentinian grandmas proud. For them, empanadas are more like a piece of art (that's why the truck is parked right outside museums, galleries, music festivals, and art schools). Crafted is for the ones that love a gastronomical experience, dare to explore new flavors, and find beauty in family traditions. They're not afraid to say their recipe is the best; if there were an empanada world cup, Crafted would be the champion.
Primary logo
Negative and positive
Color palette & logo variations
Brand illustrations
Home page
Loyalty club punch card
Promotional flyer
Food-truck design
Trifold menu
