I developed a brand identity concept for The Waffle Kitchen, a delightful sweet treat food truck in London. As a day to late night food truck, this brand sought an edgy visual that could better appeal to their late night customers whilst still keeping their pastel colour palette that helps draw in their younger daytime audience.
Drawing on inspiration from American late night diners, I curated vintage imagery and created collages utilising illustrative patterns to weave a dreamlike narrative throughout the branding. I balanced this look with a whimsical cursive typographic logo that has the versatility to be placed on top of any of the imagery created.
Brand identity design - logo, sub logo, brand pattern, van, social, menu