The Lucky Bird Food Truck
Designed by Juliet Trout
Description
“The Lucky Bird” is a food truck unlike any other, due to the fact that
we primarily use recycled and repurposed ingredients in our kitchen. We accomplish this by visiting nearby restaurants, gathering leftover food,
and preparing an affordable, fun meal for all. The truck is also mainly vegetarian friendly as we try to incorporate as many fruits and vegetables into our meals as possible.
Mission Statement
Our mission is to be eco-friendly and ultimately stop food waste. Every day our chefs are given the new challenge of creating something unique, fun and delicious out of the material and products given to them on a daily basis.
Style Tile
Logo & Type
The inspiration behind this logo design was to create a friendly, inviting feeling that inspires interest for recycling and doing your part to protect the environment. The name “The Lucky Bird” was inspired by birds eating leftover breadcrumbs. Which perfectly captures the concept of our truck as we take what food is left over but still find a way to use these products and transform them into something delicious for consumers to enjoy.
In terms of the font, I believed that a hand-drawn type and later-drawn graphics would best represent the overall theme and vibe we were striving for. Which was to convey fluidity, loose curves, and playfulness across the entire design. As you can see in my roughs the bird itself has come a long way from the sketching stage to the black and white traced silhouette shown below. The color choice was designed to reflect our brand with vibrant, bright colors that bring an exciting, funky pop of life and energy
to the page.
Menu
My main goal within the design was to ensure a good hierarchy and readable text that did not compete with but rather complement the drawings throughout the design. I wanted to incorporate my hand drawn food icons, smiley faces, hearts, and the recycling symbol throughout. These elements bleed off the page, creating a sense of freedom and space as they break through the pages. One of the final edits my instructor suggested to me was changing all of the headers to a bright white typeface, which refers to my original logo and unifies the entire design. while also brightening the page, giving the reader’s eyes a break, and once again reinforcing the hierarchical structure.
Food Truck
I was inspired by the old school retro VW bus for the food truck design to reflect something with a little more character and history behind it. Furthermore, in keeping with the overall aesthetic of the brand, I wanted to include a bright and vibrant color scheme to give customers a very happy and welcoming feeling.
Packaging
When in the brainstorming stages, I considered the products and meals we would be offering from the truck. This then had a big impact on a lot of my designs because I was thinking about the eco-friendly biodegradable paper bags and cups, along with the fresh fruit popsicles. All Including Bright colors and patterns across them. Many of my original concepts were the ones I ultimately selected to pursue. But as you can see below, a lot has changed as I’ve sought to tie everything into the brand’s aesthetic.
Collateral
I wanted to make sure that the collateral matched everything else. This was the easiest piece to put together because figuring out the pins helped with the cup design in my packaging, and then the tote bags design relates to the food truck. Overall I wanted to emphasize the cause that we are so passionate about and make recycling look fun.
Social Media & Website
For the website design, I was directly inspired by my menu and tried to replicate that same aesthetic in the type, symbol placement, color, hierarchy, and more.
Conclusion
Overall, I genuinely loved working on this project and feel as though I have learned a lot. After much trial and error along with the support of my instructor, I am proud of the work produced. I would love to see this truck become a reality in the future and help the restaurant industry reduce food waste. I can’t wait to apply what I’ve learned and carry on producing more exciting pieces of art like this one.
Credits
Designer: Juliet Trout
Instructor: Katey Stafford
Tyler School of Art and Architecture, Temple University.
Stock Photography sourced from Adobe Stock.
