Sammie's Food Truck

Sammie’s Fish & Chips is a food truck located outside Toronto, serving young adults with a fresh, modern take on a classic dish. The client wanted a fun, approachable brand that would stand out visually and bring personality to the truck, packaging, and staff uniforms. I developed a full branding package including logo variations, color palette, truck graphics, packaging elements, and playful quotes to enhance the customer experience.

The client provided a set of visual references to guide the logo's style. Using these as inspiration, I created three distinct logo concepts, each exploring different visual directions. The chosen design, a stylized fish tail, became the foundation of the brand. From there, I selected the color palette, defined typography, and built a series of fun, modern prompts and quotes to bring personality to the food truck. These elements were then applied to the truck exterior, packaging, and aprons to create a cohesive and memorable identity.

The final brand identity gave Sammie’s Fish & Chips a fresh, energetic look that resonates with its young audience. The cohesive visual system helped the food truck stand out in a competitive market and created a fun, memorable customer experience.