This month-long project took an existing local business and created a concept for a mobile food cart they might run. I took El Capitan’s, a pirate-themed hot dog joint, to create a cart that married whimsy and fast casual.
I also built out specific graphics for the food cart to distinguish it on socials and web. Photo collage brought in an “antique store” feel that exists in the physical location while also linking to the decoration on the cart.
The brand needed a quick refresh to establish some basic color and type, something lacking in the current branding. I put together some simple but effective colors and type inspired by classic pop-culture pirates.
I went through 3 rough phases of sketching, first brainstorming and then taking elements from some of the best ideas and working them into a united concept.
