The goal of this project was to create a logo and design the wrap of a food truck. I was given the prompts Falafel + Maximalism to base my designs on. 

The first step was to research. I made research notes about the food or style. I then gathered the competition’s existing images, logos, collateral, and other marketing materials so that my brand could stand out from the crowd. The mindmaps and matrixes were used to help develop the brand name.

Next, I created my style guide. The style guide is a visual brainstorming exercise where I collected shapes, images, textures, patterns, colors, and typefaces that would inform my food trucks’ style and brand.

I then started to sketch out my logo. I tried several using the symbol of chaos and other variations, but it wasn’t working out, so I went in a different direction. 

I decided on using these elements from my style guide as my main inspiration and aspects of the brand.

When creating this first version of the food truck and logo, I was still confused about what exactly works for maximalism. I decided I would push through making the truck and then ask for feedback on what needed to be changed or wasn’t working.

Based on my feedback, I changed the logo mark on CHAOS to look more like the typeface I used in the bottom text. 

I then made some collateral options to go with the new logo. These include a shirt, menu, and a to-go bag.

For my next round of revisions, I completely restarted the truck. I mainly used all-new elements, keeping them in sections instead of scattered like the last one. I wanted solid features that could stand on their own so that when they were put together, they would feel more maximalist.

During the last round of feedback, it was suggested to me that I rethink the way the shirt was designed and consider removing or recoloring the black logomark on the right and repositioning the primary logo on the truck down a bit so that it filled the space better.

Throughout this project, I learned a lot about maximalism and how to design in that style by utilizing the entire space without slapping lots of elements onto a page. I also learned what types of details and features to use to make the piece more maximalist.