Task: to come up with a design that would make people forget their concerns, let their unhealthy meals drop, and pursue the food truck. We took it on with joy and a secret hope to eat free yummies for the rest of our lives.
The guys had already named the truck after Belka and Strelka, the first dogs in space since space is something new and shiny like their idea to reinvent the local street food. They wanted to cook simple dishes using fresh ingredients, offer new tastes and prove that street food is not always harmful and heavy.
Formerly, there was a pair of friendly dog faces on the truck body. They looked nice but had little to do with a rocket of the real space pioneers, so we went hunting the ideas in vast space of the universe. Our art director suggested to play with contrast: to cover the truck with black and put white lettering and foody illustrations above. All the artworks would be completely hand drawn since our mates cook everything manually with no semi-products involved.
At first we wanted to describe and illustrate the dishes from the menu. But then we’ve come up with an idea that the best company for the light meals would be some jokes on fast vs healthy food stereotypes.
It turned out that our copywriter used to eat decent things, but now her ration consists of strange words :) This is what her friends say when she tries to regale them with golden gram soup or chickpea salad. The warm-hearted jokes were just the thing. The copywriter recalled and wrote about 50 phrases. The whole set сouldn’t fit in one truck, but the process was exciting and delightful for both the creators and the clients. We’ve made the truck an emotional creature that will serve you a delicious meal and cheer you up just like a kind friend.
We commissioned the lettering to our friend and awesome calligrapher Kate Zavolokina. She drew and redrew the letterforms, worked hard to catch the vibe and playful character of the copy. She worked in a Wonder Woman mode with a fantastic speed and indulgence to our requests and corrections. Deftly working with a bunch of brushes, she’d explored different styles and inked so many A1 sheets that would be enough to cover our studio walls :) It came out amazing! The space logo of Belka and Strelka combined hand lettering, a star and dynamic strokes.
The logo became the focal point of the composition.
We were so blown away by the space theme that we broke the menu down to stages of fullness. Maximum satiety puts you at least into your dream, and maybe even into orbit :)
We know that a food truck is very popular: people beep, wave and make photos of it when seeing it. Our ideas work!
If you see Belka and Strelka food truck you should know that it’s full of yummies — we’ve checked!
Thank you!
