Case Study : Gourmade Food Truck


Chef and owner of BeaSweet Bakery Jared Richmond approached me about branding his latest business venture, a food truck. Jared needed help establishing a new brand, attracting a new audience and providing his customers with more consistent brand messaging. 

Initiation & Discovery

I've always wanted to design a food related project. I started by figuring out what ideas Jared had swirling around in his head. I asked him:

  •  What is the goal of this project?
  • What type of food will you prepare? Why?
  • What does your audience look like? Where do they live, work, play?
  • Who are some of your competitors? What do you admire about them? What would you like to do differently?
  • What adjectives best describe the feeling you’re looking for?
  • What is the name of the business?

During our initial meetings I tried to gather as much information about Jared and his company as possible. I looked over my notes days later, while our conversations were still fresh in mind and called or texted him if I needed to fill-in any gaps. 


After reviewing the scope of the project, I took time to research his company and industry. I focused on his target audience, competitors, overall message and tone of his brand.

Shortly after this phase, I sent him a proposal package that included: a list of possible brand names, a creative brief (our project’s blueprint) and a mood board which included pictures of possible colors, typography, textures and patterns we could use. I used the brief to inform the goals of the project and the mood board to inform the overall look and feel of the project. I regularly refer to both throughout the life of the project to keep everything on message. 

Jared's message for his food truck business. 

Sketching and Concepting

When the brief was completed and the information gathered and processed, it was time to move on to sketching. I used a variety of pencils and brushes, and many, many sheets of printer paper to gingerly jot down my initials concepts. I also like to do mind mapping, especially for slogans and naming brands. Rhyming dictionaries and homophone searches help as well. 

Exploring Logo Concepts

I've included a logo from each round of revisions. It took three rounds of revisions before Jared decided on a direction.  To show the logo’s potential, I presented it on business cards, t-shirt mockups and photographs to give real-world examples of how his logo would look. 

After a direction was chosen, I retraced the logotype with my copic brush marker to get a hand-lettered feel. Then I traced the sketch with a pen. Finally, I scanned the image into Illustrator and began to carefully set my anchor points to make a scalable, vector version of the logo.

I felt the logo still needed some tweaks. I also decided to ease the slant to keep the logotype legible. We focused on the colors next. Here’s the final palette.

Voilà! The final logo.