Project Overview:
Harvest Wagon is a rustic food truck inspired by farm-to-table dining. The culinary brand caters to eco-conscious consumers who value sustainability, local food, and community connections. With the tagline “Grow with us,” the brand hopes to reconnect people to the origins of their food through wholesome and locally sourced meals.
The Mark:
The logo development process began with brainstorming symbols that embodied the brand’s identity, such as wheat, vegetables, and wagons. The final design features a rustic wagon in earthy tones of brown and beige, paired with bold, simple typography for easy recognition. The logo works across branding materials, from tote bags to truck wraps, while maintaining the brand’s organic, rustic vibe.
Final Logo Concept:
Style Tile:
The brand identity was transferred to a style tile to organize the comprehensive look of Harvest Wagon. The style tile holds the following:
All logo variations including the main logo, a type-based logo, an icon logo, and an alternative version featuring vegetables instead of a wagon.
A color palette consisting of nature-inspired browns and greens.
Fonts to match the vintage look of brand with modern contrasts.
Farm-themed patterns and illustrations to reflect the brand's lively and rustic aesthetic.
Menu:
The menu design combines functionality and style. The front features a two-column layout for starters, salads, main courses, sides, desserts, and beverages, A wood-textured background supports the Harvest Wagon logo, adding to the rustic charm and a drop shadow to help it stand out. Seasonal options are highlighted at the bottom to further represent the farm-to-table concept. The back of the menu uses the silhouette-style vegetable pattern to maintain brand consistency.
Packaging:
I designed packaging elements for Harvest Wagon. The to-go box had A farm illustration on the top to add personality. The type logo added in the corner
Collateral:
Other types of collateral items were designed to further strengthen the culinary brand's identity. The items include the following:
Tote bags: Decorated with vegetable illustrations and the tagline "Grow with us".
Coasters: Each featuring a unique illustration.
Patches: A circular design with a pumpkin illustration and the name Harvest Wagon embroidered on. This item is perfect for uniforms or promotional giveaways.
Environmental & Advertising:
I created deliverables to promote the brand's message and bring Harvest Wagon into a more tangible space. The first of the environmental deliverables I designed was the truck wrap. The wrap features a brand pattern for the base. The side of the truck includes the menu, icon logo, and brand name at the top to make the truck recognizable. The cab color was customized to match Harvest Wagon's earthy aesthetic. To continue the environmental touch points, I included an A-frame sign designed to promote seasonal specials. The sign includes a clean layout with vegetable silhouettes at the bottom, tying into the brand's rustic and farm-fresh theme while attracting attention to limited-time offerings.
For advertising, I designed a billboard that that features a vibrant image with bold text stating "Rooted in flavor, grown with care," and a website link. Additionally I designed a bus shelter poster which incorporates brown vegetable silhouettes, the tagline "Grow with us," and the logo for a clean, impactful design.
Employee Uniforms:
The employee uniform consists of hats, shirts, and aprons. These items feature the logo and illustrative elements, aligning the staff's look with the brand's visual identity while maintaining a professional, approachable feel.
Social Media:
Three instagram posts were created to boost engagement:
A cutting board with fresh food and the tagline, "This season's best, handpicked for you," directing followers to the food truck.
A wheat photo with the phrase, "Rooted in flavor, grown with care."
An illustrated design with the tagline "Harvest Wagon: From farm to table."
Website:
The Harvest Wagon website combines functionality and storytelling through a scrollable site:
Hero Image: Displays the tagline "Rooted in flavor, grown with care."
Our Mission: Highlights the brand's values and goals.
Menu Specials: Features food photos and descriptions.
Shop With Us: Displays the collateral items for sale.
Scheduled Locations: Includes a truck schedule and map for easy access.
Footer: Features the icon logo, social media links, and navigation menu.