Project Scope
Morning Glory: Breakfast and Brunch food truck deserves a brand unique to themselves in order to out beat competition. The brand is to be moderately anti-corporate, unique to Morning Glory, and speak to the city of Pittsburgh. All elements will reflect the brand’s identity, and show the potential of it’s being. Components and full design will be completed by May 8, 2020.
Morning Glory’s brand identity will need to include several elements for to-go packaging, their iconic food truck, a menu, and an app. With this being said, the scope of the project will include: (1) sandwich box, (1) cup sleeve, (1) to-go bag, double-side takeout menu, logo, tracking app, and full truck wrap. These designs will be cohesive, and show the brand’s true identity, while reaching the specified demographic mentioned.
Objectives
To Independently research, design, and produce a brand identity for Morning Glory.
To generate a brand style and voice that satisfies need of client.
To research and refine ideas for multi-platform design.
To create physical deliverables with perfect craft as visual aids.
To demonstrate knowledge of design and its application to brand-specific identity.
To analyze, create, and correct through critique and standards.
To compose a presentation that covers all aspects of design, and clearly communicates overall purpose of the brand and the process.
DELIVERABLES
Logo
Truck wrap
Tracking app
Double-sided menu
Packaging: (1) sandwich box, (1) 12oz hot cup, (1)to-go bag
COMPANY DETAIL
Morning Glory is a fictional food truck, based off of the restaurant scene in the Pittsburgh area. The food truck offers vegetarian and vegan options, while still producing each entrée with locally sourced ingredients. The company is anti-corporate, supports local businesses, and small businesses. The strongest value held by Morning Glory is in the fact that all products are locally sourced, and come at a low cost to consumers. Only breakfast foods are served, giving the company a unique niche in the food truck industry.
The logo includes a crowing rooster, as a symbol of getting up and out of bed in the morning. Morning Glory exists because of the get up and go-ers, the working class, and the early birds.
The bold choice of colors represents the customers and the home of the company. Every Pittsburgh native has a strong love for black and gold, which makes in an obvious choice for the business. Not only does the warm yellow allude to the idea of the sun, but contrasts with the heavy black and bold red to really set the company apart.
THE LOGO
PROCESS
FINAL LOGO
Process
Like most projects, Morning Glory started with research, research, research. With research, came idea generation and mood boards. To the right, are just a few examples of projects that I took inspiration from.
Once getting a solid idea, the logo began. The logo began with many sketches, and a lot of trial and error. The idea behind the logo is the idea that the rooster is the hallmark alarm clock for farmers. Farmers generally wake up at sunrise, are hard workers, and would be the suppliers of the food truck’s fresh ingredients. Pittsburgh is surrounded by a lot of rural area, so bringing in that aspect was very important. The final logo shows a rooster in motion cawing about the company’s name.
The most important aspect of the company’s brand is it’s hallmark pattern. The pattern began with basic ideas of representing the food and the work that goes into preparing it. The pattern was constructed with simple framework, with 21 individual illustrations and pieces of typography. The frame of the pattern would allow the company to interchange or add to the pattern as needed/wanted. The illustrations and typography show pieces of the farm, the animals, and breakfast food. You will find the pattern on the truck, the menu, and the packaging.
THE PATTERN
FINAL PATTERN
PROCESS
RESEARCH SYNOPSIS
After researching the various food scenes in Pittsburgh, I’ve found a common design theme in most low-cost, good eats. Prospering businesses tend to lean towards bold, bright colors, with illustrative elements unique to each company’s brand. Each business uses comic relief as a means to become more grounded to the customer, and gives a strong sense of identity and voice. With these businesses in mind, I chose to design Morning Glory in a similar fashion. The company has a bold color choice being composed mostly of reds, yellows, and blacks. There are 26 individual illustrated elements, which defines the brand identity.
When researching food trucks local to Pittsburgh, I noticed a common cuisine: Mexican. There were many different options, but nothing compared to getting a taco. Almost every single truck sold lunch/dinner food, with only one selling coffee and donuts... but was limited to only coffee and doughnuts. With that realization, coupled with the idea that I’m a hungry human in the morning who never has time to eat, the idea was born. Breakfast food truck.
TARGET AUDIENCE
Morning Glory produces solely breakfast food, so the largest audience centers around breakfast lovers. Realistically, the food truck would often target the working class, grabbing a quick bite on their commute to work in the morning. The location would change dependent on which agencies in Pittsburgh are open, and dependent on the weather. Location would be on/near general work routes. Because of the edgy, anti-corporate identity, the audience is in the range of males and females ages 18-35 in Pittsburgh, Pennsylvania.
FINAL PIECES
SITE HOMEPAGE
MOBILE APP
