- 2D with sharp angles
- 2D with smoother edges.
The goal was to create a fun, friendly, almost obnoxious food truck that didn’t look like anything else out there.
- Some foods look similar, and color plays a huge role! For instance, the client wanted sliced chicken, but when illustrated, it could have been anything- sliced potato, bread, meat… in the end, we decided to go with illustrations that were immediately understandable and iconic.
- The client changed their mind as the project progressed, and the original goal of being fun and a little obnoxious was lost. The illustrations became more realistic and less whimsical. The designer and myself were sad about the loss of the fish taco!
The client repeatedly stated they loved the drawings and thought they would look amazing on the truck. By the end of the project, the illustrations were no longer the foal point, but were still included on the truck very faintly. The final food truck is black, and the illustrations are lightly screened all over.
What I learned:
- Illustrations are communication tools. If it’s not clear, it’s not effective. Changing vague illustrations to something more instantly recognizable was a huge win.
- Projects can still be fun (and profitable) even if they don’t turn out like you hope.