Beth Clement is a woman who decided to specialize in hot deconstructions of food classics, like her innovative "Pho-renchy", a pho French dip sandwich! Enter the logo and truck wrap design for this laboratory of global fusion food.
GOOD OL' DAYS
Owner Beth Clement's concept was to bring back the warmth of the past, comfort food like her grandma used to make.
Beth is also of German descent, so we brought in the old babushka as an icon of simplicity and roots.
KIMCHI MAC'N CHEESE
Beth thought things were maybe getting too gourmet-sy and refined-sy. Being herself an adept of good old food, she decided to "jump the window" and mix the oldies with all the new stuff she loved.
The small spirals in the identity are Beth's power symbol that I incorporated for luck.
WE'RE MORE ALIKE
than we thought
Since this is a global fusion food project I chose to reflect that typographically: the logo has three distinct typefaces.
It also represents Beth's "made from scratch" way to cook.
THE JOY OF MIXING
The same three typefaces show up everywhere in the truck wrap, symbolizing her intention — and talent — to mix the apparently unmixable.
THE TRUCK TOP
Old humorous food-related adages materialized on all sides of the truck in typographical form — including the TOP. Of course, people looooooved it! — and it sends out the right vibe:
accessible and experimental.
GRASP THE MENU
Blue Box Got Seoul Mac'n'Cheese with Kimchi
Inigo Montoya Shakshuka
Yosemite Sam Biscuits and Gravy
Pho-renchy Pho French Dip Sandwich
Their version of the Israeli-Tunisian dish
layers spicy tomato sauce, feta, wilted greens and Uli's Spanish chorizo, topped with a lightly cooked egg and accompanied by flatbread.
Prepare to die!
Versions: Veggie, Vegan, or Gluten-Free. Put an extra Egg on it.
Seattle's favorite soup as a sandwich!
House made roast beef brined in Asian five-spice, with a siriracha-hoisin-ginger sauce, fresh mung bean sprouts, cilantro, Thai basil and jalapeno with house-made Pho Aus Jus on the side for dipping. Mild/Medium/Hot.
It was awesome. She got prizes, hundreds of followers, and made into a lot of fairs.