Chaste
Elephant
Overview
Chaste Elephant 🐘 is a vegan food truck, but viewed through a lens of pastel pink and fun. The wellness space is saturated with minimalism and serenity, leaving excitement up for grabs. Chaste Elephant aims to position itself as the fun vegan food truck that doesn't take itself too seriously.
The Objective
To create a brand identity along with all aspects of a food truck, including outdoor signs, menus, and especially, the truck.
The Brand Identity
To distance itself from more staid competitors, the brand drew inspiration from the archetypes The Innocent and The Jester. All brand communications follow this personality mix to successfully be enchanting and mischievous. "Why not try a vegan burrito at our local elephant shaped truck?"
The logo lettering is funky, innocent, and slightly imperfect. The surrounding pink elephant is a reference to the truck itself. Other brand elements are Matisse-inspired cutouts of veggies and fruits, paired with colorful scribbles.
Designer Satisfaction Survey
Please indicate your level of satisfaction with the result?
What worked? What didn’t? What did you learn?
Polished my 3D skills
Designing the truck was exciting and frustrating, in equal parts. I learned a lot from the process.
Communication through many touch-points
With so many touch-points, it was challenging to not lose myself in the parts. I had to always zoom out to make sure the big picture was cohesive.
Thank you
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Projects
Role
DESIGNER
What I did
BRAND IDENTITY
PACKAGING
3D MODELING
MOTION GRAPHICS
The ingredients
From the winking elephant in the back of the menu, to the outdoor sign, every touch-point had to carry the same lighthearted message.
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The Truck
This truck is the pièce de résistance, the most important part of the operation, a truly spectacular elephant. It carries the brand personality and visual identity into the real world.