Food Truck ‘ICY’

Throughout the past few months, I designed a food truck with the incorporation of various design logos, packagings, menu, and other relatable products. The process of making such products were on the basis of different stages: research, design, and presentation. Each design class, I designed and shared my ideas with teachers and peers, reflecting on diverse ideas that can be used for the food truck. Below is a overview of my design progress of the food truck unit.

 

Design Problem

The design brief of the ‘ICY’ food truck is attached below:

JimmyJeongFoodTruckBrief

What product does your food truck sell?

My food truck is called ‘ICY’. ‘ICY’ is a chain serving food truck that sell traditional Summer Korean food ranging from diverse flavors of shaved ice to delicious drinks. The main food sold in ‘ICY’ is ‘patbingsu’, which is a famous traditional Korean Summer food. Its direct translation is shaved ice with red beans. Like an ice-cream, ‘patbingsu’ is a sweet snack that comes with several flavors. Red beans, strawberry, chocolate, green tea, mango, coffee, and other flavors are all included. Furthermore, ‘ICY’ serves traditional Korean drinks as well. ‘Sikhye’ and ‘sujeonggwa’ are also cold drinks that come with variations of taste. ‘ICY’ serves quickly and easily consumable products with a cheap price. ‘ICY’ additionally emphasizes and spreads the Korean culture to different parts of the world.

Who is the target audience?

I targeted teenagers and young adults who truly enjoy trying new and unique flavors as the audience for ‘ICY’ food truck. ‘ICY’ is parked in several Summer festivals, events, and cultural markets, which many teenagers and young adults usually attend. The food that are sold in ‘ICY’ are also traditional food that not many may have tried before, which adds the aspect of people who enjoy new tastes.

How does your design help promote and identify the food truck?

I designed ‘ICY’ food truck to express themes of ‘tradition’ and ‘diversity’. The designs of ‘ICY’ including logos, packagings, and menus are all designed in a particular way to reveal and promote such themes to be identifiable for consumers. Further explanation on design aesthetics will be provided in the ‘final product’ section.

 

Final Product

The final presentation that includes the whole final products and explanations is below (formatted in pages):

Food Truck Presentation

The final product can be explained into four main parts: food truck, logo, packaging, and menu.

First, the final food truck design looks like this:

The geometric shapes of white triangles contrasted with the blue background is located on the wall of the food truck. I incorporated the shapes to show the icy and coldness of the products that the food truck sells. Through the white empty triangles, the visual can show the customers that the product will be something cold and ‘icy’. In addition, the ceiling or top of the food truck includes red and blue triangle patterns. Such pattern was intentionally incorporated to emphasize the aspect of Korean food. In the Korean flag, the center circle has the red color at the top and the blue color at the bottom. Both geometric shaped wall and ceiling pattern captures the audience’s attention as it allows them to identify the food truck as a truck that sells cold and Korean food. Furthermore, there is a sentence at the bottom of the food truck “Get Cool and Crunch!”. I added this sentence as a marketing technique to allow the audience to easily remember ‘ICY’. It also suits the food truck by the description and portrayal of eating ice. 

Second, the final logo looks like this:

The main colors that represent Korea is red, blue, white, yellow, and black. The stars in the left and right side of the logo depicts the traditional aspect of Korea. Rather than having aesthetic decorations, the stars that symbolize a cultural meaning can capture the audience’s attention. In the lower middle section of the logo, the circle with a curved red and blue shape is a symbol of the Korean flag. To easily allow the users to notice the food truck’s products, this symbol was placed in the bottom section of the logo. The five connecting mountains that are located on the top of the logo is an aesthetic representation of showing the ‘cold’ and ‘icy’ mood. Composing of snow at the peaks and the blue color of the mountain adds another layer of coldness. Geometric shapes are used to show the cracking aspect of the ice. The contrast of blue and white shows the ‘icy’ aspect of the food truck. This word is centered in the logo to capture the audience’s attention the most. Overall, all the aesthetics and designs in the logo are related to the symbolization and emphasis to the Korean culture and the aspects of introducing the food truck’s products. 

Third, the final packaging looks like this:

The ‘patbingsu’ packaging is packaged in a size of a big ice cream cup. For convenience in ordering more than one, another packaging (third picture) can contain two ‘patbingsu’ at once. I included the business cards and bags (first picture) for marketing purposes. The drink packaging (fourth picture) is for the traditional drinks. The packagings all have the logo on them to show more appearance to the customers. An important choice that I made was I put all the packagings with the same color theme. I focused on light blue and white that fits best with the word icy. Rather than having the colors spread out with variety, I used simplicity and selected two visual colors.

Fourth, the final menu looks like this:

On the menu, I mixed the colors that represent my food truck and the colors that represent Korea. I included yellow, light blue, dark blue, white, and some gray. I did not include red, because I thought it would contrast too much if placed with the variations of blue. I added a Korean flag to once again emphasize Korean culture. I tried to make the menu trendy and attract my targeted audience as well.

 

Design Process

During the research, design, and presentation stages, I generated several ideas, versions, and styles of designs. The process of making the final product contained a lot of sketching, visualization, and decision.

What steps did you take?

The longest steps that I took on designing was the food truck. It was really challenging for me when I was stuck in applying the theme of Korean culture and the cold mood products. Starting from color themes, I had difficulty with using the appropriate sized truck (locating specific food truck design parts as well). Below are some drafts and other versions of the food truck:

One version shows too much incorporation of Korean culture and one version shows too much incorporation of icy/coldness. However, I think that the various trials of designing the food truck allowed me to make a better final food truck in the end as I was able to combine various aesthetics into one final piece.

Furthermore, I also went through numerous sketches and ideas to design a good final logo. Below are some logo sketches and versions:

The final logo went through several revisions by merging some favorite ideas and deleting unnecessary aesthetics. I went through steps of eliminating, revising, and merging as the main steps to finalize the logo. I found this process useful, because I had the chance to use as much favorite designs as possible without giving up ideas.

Moreover, I made a major revision in the menu. Below is the first design of my menu for the food truck:

I received some feedbacks of this menu from the teacher. The menu did not really suit my targeted audience, because the color scheme and the general structure did not look appealing. Thus, I changed the colors into what is shown in the ‘final product’ section (more blue, white, and related colors). I added more small designs such as putting a small blue shapes and a Korean flag as an improvised menu. The menu was one of the big changes that I made in the design process, because most of the designs had to change and be revised.

What examples inspired you?

There were numerous inspirations that I found before making the food truck designs. Yet, there were two main inspirations that I was most inspired with.

‘Sulbing’ a Korean ice-cream shop was one of them. The store sells numerous ice-creams, which include some variations of ‘patbingsu’ as well. The ideas that I got from ‘Sulbing’ was food products that they sell, types of flavors, and their logo symbol. I realized that their food varied with a lot of flavors and their logo was focused on simplicity. Below is a picture of their food and logo:

‘Starbucks’ was another brand that I was inspired by when making my logo. I got the circular shape of my logo from the ‘Starbucks’ logo, which really helped me fit the logo into other food truck products. The ‘Starbucks’ logo is below:

What did you need to learn about?

During the process of making the food truck designs, I needed to learn about design techniques. Other than just thinking of aesthetics, I needed to learn more specifically on how to make such products. I gave myself time to get used to illustrator as it involved in making most of my food truck designs. Additionally, I practiced using photoshop, because the files that were provided included photoshops that I can use to enhance my design.

Specifically, in illustrator, I learned how to use the grid tool to neatly format my logo. The grid tool made my anchor points symmetrical and easy to locate as I had a circular format for my logo. On the basis of the grid tool, I was also able to flip the four stars on the side without spending much time to locate them. Below is a picture of using the grid tool:

 

Reflection

What went well? (what was your success criteria and how well did you address it?)

The design products all matching the themes of the food truck was an aspect that went well. For example, I managed to keep the color schemes and geometric patterns in the same theme to emphasize the icy and coldness of my food truck product. By looking at the food truck and its products, people can predict and identify what products ‘ICY’ sells.

What would you do differently next time?

However, I have many rooms for improvement. Next time, I would like to really spend more time on designing the food truck as a whole. I am not satisfied with the food truck design, because I wanted to show more unique patterns and designs onto the food truck. I think that I focused too much on the concept rather than the specific aesthetics to the design, which is more important. Therefore, I would use more time to brainstorm ideas for the food truck next time.

Overall, the food truck design unit and ‘ICY’ gave me the chance to explore areas of design, tool, and presentation. I had the opportunity to gain a lot of experience in graphics and other tools such as photoshop and illustrator to advance my artworks for future projects. I truly feel more confident in graphic design.

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