Logo and truck wrap design for this startup that specializes in hot desconstructions of classics, like the "Pho-renchy", a pho french dip sandwich! Or "Kimchi Mac'n Cheese" — anyone? It's all about global fusion comfort food. 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. Three typefaces represent her intention (and talent) to mix the apparently unmixable. Old humourous food-related adages materialized on all sides of the truck in big typography wraps the vibe: accessible and experimental. The small spirals are Beth's power symbol that we incorporated for good luck.