El Glorioso
Year: 2024
Brand identity for a luxurious foodtruck
Context: This client approached to me with the idea of starting a food truck that would sell fast food inspired by the Spanish cuisine. After my client gave up on his start-up, I continued working on this concept on my own.
This project was a commission in which the customer asked for a brand identity for a food truck that served traditional Spanish food transformed into fast food.
For the logo, I decided to go for a shape that resembled a spark, since their name translates to “The Glorious”, that could be multiplied to form a pattern. The shape of the logo also takes inspiration from a compass, since the name of the business was taken from a famous caravel.
Sadly, the owners of the business decided to take it no further and the food truck never opened, so these designs are no more than a general concept.
Even so, during the process of developing the concept of their brand identity I got to learn a lot from working with a customer, listening to their ideas and trying to take them to the next level. For instance, they were really clear about the colour palette that they wanted, but I had more freedom on the logo and the rest of the design.
The continuation
After closing the project with my clients I decided to continue it on my own, giving it a changing a few details and designing different items that would've been used in the business. I changed the colour palette to give it a more modern feel while keeping it luxurious.