About the Project

I recently had the pleasure of working with the folks at Brunch Box to create an identity system and truck wrap for their new brunch food truck. It was a great learning experience all around. The clients had never really purchased art before, and I had never designed a food truck wrap. We went through a bunch of ideas and when it came down to it, they wanted to reflect the city as it is, gritty and somewhat debauched. I was excited top go this route as the last few jobs i’ve had worked on, the work was incredibly happy and almost utopian in nature. This time i got to draw rooster pimps, drunk gambling pigs wearing only underwear, and a prostitute chicken getting robbed by swine. In other words, it was fun.

Starting With Character

As with any larger scale project, I jump in to the parts that feel the most comfortable. With this project, I knew I wanted to make a seedy brunch world which meant roosters and pigs doing god knows what. Below are the characters that ended up directing the whole concept.

Pimp Ass Rooster

Gamble’n & Losing

Thievin’ the Ho

Identity Exploration

Below are the 3 final Brunch box marks. I wanted to nod to the country side of traditional brunch places while having a little more fun with the lettering.

final logo

mmm that truck smells good

I was trying to go a bit more clean with this one

Other Options

Below are some other concept, characters and sketches I was playing with. There is some fun stuff here that i still like and will probably end up informing something else down the line.

Rooster delivering the goods

Sketch: Brunch farmer on the back of the truck

Sketch: concept to illustrate all of the boxes of food that makes up the Brunch Box.

Sketch: brunch city with victorian mansions where chickens lay their eggs.

Concept illustration for one of the houses for chicken city

Thanks for taking a look through everything. I would love to hear what you think so feel free to comment below.