As part of our Master's Brand Design class, we were asked to conceptualize a global food truck coming to Boulder. Amidst all of the other food trucks and food scene in Boulder, we were asked to create and design a brand that would not only stand out, but connect with an audience on a deeper level.
My design approach and solution.
Growing up in a large, hispanic household - food was always synonymous with family time. It's what brought us together at the end of the day, and as a result, meals have always meant good food, good conversation, and a sense of community. Especially when it comes to food trucks - which due to their mobile nature, seem to encourage the culture of eating on the go. I felt that a unique take could be bringing that sense of slow living, culture and soul that comes with family meal time to a food truck. My solution was 'Alma,' (hispanic for 'soul') a food truck that brings beloved homemade cuisine from all hispanic cultures to Boulder.
I sought to bring the bright, vibrant colors found in many hispanic foods, fabrics and art and bring it into the branding itself. Using these colors, I created unique menus for breakfast, lunch and dinner with favorite homemade dishes from Guatemala, Argentina, Colombia, Spain and many other hispanic cultures. By creating a small atmosphere around the truck itself, 'Alma' encourages diners to travel to new places with their taste buds, spark up conversation, and stay awhile.
The Alma logo
The 3 keywords I wanted the 'Alma' branding to resonate.
An earlier concept for the logo
Alma branding throughout the day - breakfast, lunch and dinner
The Alma menu - die cut to allude to Mexican Picado Banners and transitioned out depending on time of day.
A mockup of the Alma truck