Creating a Brand Identity: Food Truck
Elephants
Megan Reilly
Developing A Concept Animal: Elephant (based on Project 1) Concept: The concept for my food truck is a healthy café on wheels. I got most of my inspiration from the health café, T Loft, here in Lawrence. There aren’t a lot of completely healthy and all natural restaurants that are quick and easy, so I wanted to create one. I imagine a truck that serves salads, bowls and some breakfast items that contain a good source of protein, vegetables and low carbs. These nutrition facts would be listed for the customers as well. Also, it would serve juices, protein shakes and some healthy treats. I would also have the option to create a custom bowl or salad, where you could pick your protein, grain, vegetables etc. Overall, it would be a very healthy, natural, pure food source. It strongly connects to the idea of an elephant as the logo because in Buddhism, the white elephant symbolizes purity, strength and control versus the grey elephant, which is untamed and weak. With this idea as a basis of the truck, I’m leaning towards the names, Ivory, which is very simplistic, or The White Elephant, which is more descriptive. I’m really passionate about health and wellness and elephants are my favorite animal so I think this is a perfect fit. Name Ideas: 1. The Healthy Trunk 2. Ivory 3. Ivory Tusk 4. Juice Stomp 5. The Hungry Elephant 6. The Healthy Elephant 7. Green Elephant 8. Pure Café 9. The White Elephant 10. The Skinny Elephant 11. Fitphant 12. Fit Trunk 13. Fresh Trunk Attributes: 1. Modern 2. Pure 3. Natural 4. High-end 5. Custom orders
Finding inspiration
Natural, cool tones
Simple, black and white
Creating moodboards help to gather inspiration from existing images, materials, text etc. to project a particular style or concept you might use for your own work.
Natural, organic, green
Sketching concepts
Creating a brand board Attempt 1 THE
EN GRETRUNK
Titles/Headlines type
Subheads type
Copperplate Gothic Light - regular
District Pro - thin
THE WHITE ELEPHANT
Spotlight type
titles/headlines type
Colors of autumn - regular
EAT CLEAN.
THE GREEN TRUNK
GET . GREEN
subheads type District Pro - thin
Copperplate Gothic Light - regular
body type
Minion Pro - regular
THE WHITE ELEPHANT Simply Pure Food. THE WHITE ELEPHANT Simply Pure Food.
Clean eats and healthy juices.
THE WHITE ELEPHANT
THE GREEN TRUNK
Simply Pure Food.
Clean eats and healthy juices.
(314) 546-5678 thewhiteelephant.com thewhiteelephant@gmail.com
T US CONTAC
(314) 546-5678 thegreentrunk.com thegreentrunk@gmail.com
THE GREEN TRUNK Clean eats and healthy juices.
EAT CLEAN.
THE WHITE ELEPHANT Simply Pure Food.
GET . GREEN
Attempt 2
THE
GREEN\ TRUNK
THE
GREEN\ TRUNK
Lemon/milk abcdefghijklmnopqrstuvwxyz
COLORS
M OF AUTU
abcdefghijklmnopqrstuvwxyz
EAT CLEAN.
THE
EN. GET GRE
GREEN\ TRUNK
The White Elephant Simply Pure Eating.
District Pro
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Lemon/milk abcdefghijklmnopqrstuvwxyz
The White Elephant
Avenir Next ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Simply Pure Eating.
THE
GREEN\ TRUNK THE
GREEN\ TRUNK
EAT CLEAN
THE
GREEN\ TRUNK
The White Elephant Simply Pure Eating.
THE
Home
MENU
CONtact
ABOUT US
GREEN\ TRUNK
The White Elephant Simply Pure Eating.
The Green Trunk offers a fun, pure eating experience. In Buddhism, elephants symbolizes purity and control. With our customizable menu featuring salads, meal bowls, teas, juices and protein shakes, a pure meal is possible. We use all fresh, natural ingredients and offer the healthiest of food to keep control of your lifestyle. Come visit and see for yourself what all this trunk has to offer
Hours Monday-Thursday 8 a.m. - 9 p.m. Friday and Saturday 9
THE
GREEN\ TRUNK
THE
GREEN\ TRUNK
THE
GREEN\ TRUNK
Meal Bowls
Home
MENU
CONtact
ABOUT US
Teas The White Elephant Simply Pure Eating.
The White Elephant offers a luxury cpure eating experience. In Buddhism, the white elephant symbolizes purity and control. With our customizable menu featuring salads, meal bowls, teas, juices and protein shakes, a pure meal is possible. We use all fresh, natural ingredients and offer the healthiest of food to keep control of your lifestyle.
Hours Monday-Thursday 8 a.m. - 9 p.m. Friday and Saturday 9 a.m. - 10 p.m. Sunday 10 a.m. - 6 p.m.
Meal Bowls
Teas
Choosing a direction HEADER
The White Elephant COLORS
LOGOS
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The White Elephant
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FONTS
Avenir Next
Lemon/milk abcdefghijklmnopqrstuvwxyz
SUPPORTING TEXT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
SYMBOLS
Salads clean eats juices Teas
Simply Pure Eating. PATTERNS
DESIGNED BY
MEGAN REILLY
Refinements More Simplistic Logo Design
T Adding Pattern
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Simply Pure Eating.
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The White Elephant
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Removing Pattern
New set
Thinning Stroke Weight
New symbol
Finalizing Supporting Text and Symbols
Salads clean eats juices Teas
Simply Pure Eating.
Final Brand Board HEADER
The White Elephant COLORS
LOGOS
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The White Elephant
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FONTS
Avenir Next
Lemon/milk abcdefghijklmnopqrstuvwxyz
SUPPORTING TEXT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
SYMBOLS
Salads clean eats juices Teas
Simply Pure Eating. PATTERNS
DESIGNED BY
MEGAN REILLY
Final LOGO
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Designing the Food truck Attempt 1
Attempt 2
Salads
clean eats
juices
TEAs
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Teas
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The White ELEPHANT
The White Elephant Simply Pure Eating.
The White elephant
FinAL Food truck
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Simply Pure Eating.
The White Elephant
@thewhiteelephant facebook.com/whiteelephant
345-456-7543
www.thewhiteelephant.com
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Find Us.
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Salads clean eats juices Teas
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Simply Pure Eating.
Simply Pure Eating.
Additional Applications Trifold Menu
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Simply Pure Eating.
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Salads clean eats juices Teas The White Elephant
Menu
345-456-7543 thewhiteelephant@gmail.com w w w. t h e w h i t e e l e p h a n t . c o m St. Louis, MO
Outside
The White Elephant
SALADS Southwest
Veggie Delight
Spinach, black beans, chicken, red peppers, tomatoes, cheddar cheese, avocado, sunflower seeds, low fat ranch dressing
Garlic Salmon
8.5/12.5
5/9
Fruitty Quinoa
7.5/11.5
4.5/8.5
Kale, grapes, apples, quinoa, goat cheese, walmuts, cranberry pear vinagrette
All Day Breakfast
5.5/9.5
JUICES
5/9
Make you own upon request.
Daily C
Turkey, red peppers, onions, spinach, feta cheese, eggs, salsa
Romaine, turkey, red peppers, black beans, cheddar chesse, tomatoes, mushrooms, low fat ranch dressing
Small 2.5 Medium 4.5 Large 7.5
Classic Black Classic Green Hibiscus Berry Mango Black
Black Tea Green Cleanse Chai Mint Herbal Tea Ooolong Tea Detox Black Lavendar
Broccoli, mushrooms, onions, red peppers, carrots, chicken, cashews, spicy terraki
Napa cabbage/red cabbage, grilled streak, edamame, red peppers, carrots, cashews, sesame ginger dressing
Azteca
Hot and Spicy
Cold
Hot
4.5/8.5
Kale, broccoli, red peppers, egg whites, goat cheese (add chicken for additional 1)
Grilled salmon, field greens, avocado, red peppers, black beans, tomatoes, garlic chipotle dressing
Sesame Steak
TEAS
CLEAN EATS
Served with warm dinner roll.
5.5/9.5
Small 3 Medium 5 Large 8
Kale, spinach, orange, apple, lemon
Green Chia Half 6.5 Full 10.5
Create your own salad. 1. Choose your greens. Pick 1 or 2
Spinach Field Greens
Kale Iceberg
Vinagrette Lemon Sicilian Vinagrette Italian Caesar Garlic chipotle
Oil and Vinegar Sesame Ginger Low Fat Ranch Low Fat greek
4. Add protein.
Pick 5 (or more at 1.00 per topping)
Inside
Spinach Feta Goat Cheese Onions Mushrooms Carrots Sunflower Seeds Cashews Kale Avocado
Grilled Steak Grilled Salmon
Turkey Blackened Mahi
Apples Grapes Cucumbers Edamame Almonds Fresh Basil Strawberries Cheddar Cheese Black Beans
Grilled Chicken 2.5 Grilled Salmon 3.5 Grilled Steak 3.5 Blackened Mahi 3.5 Turkey 2.5
Jasmine Rice Brown Rice
Eat Your Veggies
Spinach, celery, cucumber, apple, ginger, lemon
Whole Wheat Noodles Organic Quiona
3. Choose your ingredients.
Orange Juice
Pick 5 (or more at 1.00 per topping)
Steamed Veggies Broccoli Green Beans Celery Blue Cheese
Red Peppers Sweet Potatoes Tomatoes Walnuts Cranberries
4. Add a topping. Salsa Spicy Terraki Buffalo Sauce Avocado
cucumber, celery, spinach, apple, lemon, chia
Very Berry
Blueberry, strawberry, apple, lemon
2. Choose your grain.
3. Choose your toppings. Steamed Veggies Broccoli Green Beans Celery Blue Cheese Red Peppers Sweet Potatoes Tomatoes Walnuts Cranberries
Small 5.5 Regular 9.5
1. Choose your protein. Grilled Chicken Eggs Egg whites
Romaine Napa/Red Cabbage
2. Choose your dressing. Balsamic Vinagrette Creamy Gorgonzola Raberry Vinagrette Cranberry Pear Creamy Blue Cheese
Create your own bowl.
Spinach Feta Goat Cheese Almonds
Honey Mustard Cranberry Pear Vinagrette Lemon Sicilian Vinagrette
Onions Mushrooms Carrots Sunflower Seeds
Cashews Kale Apples Grapes
orange, carrote, pineapple
Tea Time
Spinach, blueberry, orange, carrot, lemon, green tea
Our Mission. The White Elephant offers a luxury, healthy eating experience. In Buddhism, the white elephant symbolizes purity and control. With our customizable menu featuring salads, meal bowls, teasand juices, a pure meal is possible. We use all fresh, natural ingredients and offer the healthiest of food to keep control of your lifestyle.
Business Card and Membership Card
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MEGAN REILLY Owner
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Simply Pure Eating.
345-456-7543 thewhiteelephant@gmail.com w w w. t h e w h i t e e l e p h a n t . c o m
The White Elephant
Simply Pure Rewards. Buy 9 juices and get the 10th free!
FREE
MEmbership card
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INFO
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345-456-7543 thewhiteelephant@gmail.com w w w. t h e w h i t e e l e p h a n t . c o m St. Louis, MO
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The White Elephant offers a luxury, healthy eating experience. In Buddhism, the white elephant symbolizes purity and control. With our customizable menu featuring salads, meal bowls, teas and juices, a pure meal is possible. We use all fresh, natural ingredients and offer the healthiest of food to keep control of your lifestyle.
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The White Elephant
Our Mission.
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MEGAN REILLY Owner
345-456-7543 thewhiteelephant@gmail.com w w w. t h e w h i t e e l e p h a n t . c o m
The White Elephant MEmbership card
Website
Simply Pure Eating. ENTER SITE
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EVENTS
ABOUT
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LOCATION
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St. Louis, MO 345-456-7543
Where’s our NEXT LOCATION?
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Home
MENU
LOCATION
CONtact
EVENTS
ABOUT
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HouRS
SALADS
Monday-Thursday 8 a.m. - 9 p.m.
Salads clean eats juices Teas
Teas
Friday and Saturday 9 a.m. - 10 p.m. Sunday 10 a.m. - 6 p.m.
VIEW FULL MENU
@thewhiteelephant
The White Elephant
facebook.com/whiteelephant
Simply Pure Eating. Find Us.
345-456-7543
www.thewhiteelephant.com
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Home
MENU
CONtact
LOCATION
EVENTS
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ABOUT
n e p h a SALADS Southwest
8.5/12.5
Sesame Steak
7.5/11.5
Veggie Delight Hot and Spicy
5/9
Fruitty Quinoa
4.5/8.5
Kale, grapes, apples, quinoa, goat cheese, walmuts, cranberry pear vinagrette
All Day Breakfast
5.5/9.5
JUICES
5/9
Make you own upon request.
Daily C
Turkey, red peppers, onions, spinach, feta cheese, eggs, salsa
Romaine, turkey, red peppers, black beans, cheddar chesse, tomatoes, mushrooms,
Kale, spinach, orange, apple, lemon
Green Chia
Create your own salad. 1. Choose your greens.
Half 6.5 Full 10.5
Pick 1 or 2
Spinach Field Greens
Kale Iceberg
Balsamic Vinagrette Creamy Gorgonzola Raberry Vinagrette Cranberry Pear Creamy Blue Cheese
Vinagrette Lemon Sicilian Vinagrette Italian Caesar Garlic chipotle
Create your own bowl. Grilled Steak Grilled Salmon
2. Choose your grain. Oil and Vinegar Sesame Ginger Low Fat Ranch Low Fat greek
Small 5.5 Regular 9.5
1. Choose your protein. Grilled Chicken Eggs Egg whites
Romaine Napa/Red Cabbage
2. Choose your dressing.
Jasmine Rice Brown Rice
Whole Wheat Noodles Organic Quiona
Turkey Blackened Mahi
Small 2.5 Medium 4.5 Large 7.5
Classic Black Classic Green Hibiscus Berry Mango Black
Black Tea Green Cleanse Chai Mint Herbal Tea Ooolong Tea Detox Black Lavendar
Broccoli, mushrooms, onions, red peppers, carrots, chicken, cashews, spicy terraki
Napa cabbage/red cabbage, grilled streak, edamame, red peppers, carrots, cashews, sesame ginger dressing
Cold
Hot
4.5/8.5
Kale, broccoli, red peppers, egg whites, goat cheese (add chicken for additional 1)
Grilled salmon, field greens, avocado, red peppers, black beans, tomatoes, garlic chipotle dressing
Azteca
TEAS
CLEAN EATS
Served with warm dinner roll.
5.5/9.5
Spinach, black beans, chicken, red peppers, tomatoes, cheddar cheese, avocado, sunflower seeds, low fat ranch dressing
Garlic Salmon
cucumber, celery, spinach, apple, lemon, chia
Very Berry
Blueberry, strawberry, apple, lemon
Eat Your Veggies
Spinach, celery, cucumber, apple, ginger, lemon
Small 3 Medium 5 Large 8
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Home
MENU
LOCATION
CONtact
EVENTS
n e p h a
Our Mission. The White Elephant offers a luxury cpure eating experience. In Buddhism, the white elephant symbolizes purity and control. With our customizable menu featuring salads, meal bowls, teas, juices and protein shakes, a pure meal is possible. We use all fresh, natural ingredients and offer the healthiest of food to keep control of your lifestyle.
ABOUT
Patterned Cups
Large (20 oz)
Medium (16 oz)
Small (8 oz)
Additional Products
The White Elephant Simply Pure Eating.
To go packaging
Juice cups
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Simply Pure Eating.
T-shirts
Salads clean eats juices Teas
Megan Reilly VISC 204 Fall 2015