Yerba Mexican Vegan Food Truck
For my exhibit project, I choose to create a branding for a food truck. I think that some of the most interesting design comes from restaurant branding. These designs can be expressive and strong, which help build the restaurants mood and aesthetic. For this project, I had to do research on different restaurant brandings, including social media, websites, packaging, and mood boards. From this research, I created Yerba Mexican Vegan Food Truck. The name was chosen from a saying my mom tells me after I make food, “Comes pura yerbas,” which roughly translates to “All you eat are herbs.” I think this perfectly aligns with a Mexican vegan food truck. I choose to incorporate a hand printed, and rough print pressed look, which can mostly be seen in Mexican stores and restaurants. I also wanted to follow a Chicano art style and mood. The use of the devil face came from the Loteria Card, as well from seeing tattoos from the “Placasos” art style. I also choose to do dark colors, as most food trucks are open late at night. As well to keep a dark theme, with some inspirations from Dias de los Muertos, and Mexican ritual and spiritualism. With all this in mind, the branding I designed for “Yerba” successfully projects who they are: a Mexican cuisine food truck with a vegan and plant based twist.
