Yatai (Japanese Food Truck Identity, Web and App)

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Brief

Create a logo, truck design, website and mobile application for a Japanese food truck brand named Yatai. The brand is friendly and laid back, while also conveying a sense of tradition.

Target: Late-night Food Explorers

Yatai (屋台) is an outdoor mobile food stall in Japan typically serves noodles and Japanese street food. The stall is usually opens during the evenings and nights. Then removed during the day time. It is also a part of Nightlife culture in Japan.

The colours and gradient creates relaxing and gentle mood, the palette is inspired by neon signage and colours of the sunset.

Logo

The logo is a visual combination of the character '台' and the structure of a traditional food stall with wheels. The symbol outlined with a brush stroke to give it a hand rendered look, giving it a personal touch. The wordmark yatai uses a brush typeface, this conveys the cooking motions on the grill.

Food Truck

The closed food truck design is simple and designed with pink accents, with an illuminating lantern with the yatai logo. Glowing Yatai signage on three sides of the truck. The truck opens up on three sides of the truck. Its design like a traditional Yatai cart with seating and with Japanese curtains displaying the brand name. The curtains help separate the surrounding space and turns the internal space into a small cozy room.

The Japanese curtains signifies that the food truck is open for business.

Website

The aim of the website is to easily provide information about Yatai and their services. The website is designed to feel compact, simple and clear. The webpage is divided into four panels and designed to resemble to the traditional Japanese curtains. When the mouse hovers over a section a gradient appears indicating the user is selecting that category

Mobile Application

The aim of the application is to locate and guide customers to the truck. As well as an ordering service with a update status bar at the top of the profile. There app can also notify customers on upcoming special events.