Client name: La Cantina
Background: La Cantina is a startup food truck business located in Melbourne, Australia. Currently opera
ting from a vintage van, they serve a range of fresh, contemporary Mexican food at public locations or private events.
Audience: La Cantina is targeting a health and flavor-conscious audience in and around the city of Melbourne. They are able to cater to various functions, as well as public events such as festivals. La Cantina sees its food as affordable, fresh, flavorful, and healthy. La Cantina’s audience and people who live in Melbourne are typically interested in:
- Outdoor lifestyle
- Multiculturalism (many different nationalities live in Melbourne)
- Healthy living (eg exercise, sport, fresh food)
- Fresh food
- Sustainability (eg low waste, low CO2, sustainably sourced food)
Context: La Cantina require a logo for caravan signage, aprons, and a printed menu
Keywords: Fresh, Mexican, sustainable
These are 20 quick sketches including the elements of taco, Mexican, fresh and sustainable. I came up with ideas in the form of logo mark with only using pictures to represent. I also did logotype by rearranging the format and font of the name La Cantina.
This is the first detailed design I finished on Affinity. It combines a fork, a spoon and a plate with a chili in the middle representing the inside of the plate. It also somehow shows a smily face. However, I am not really satisfied with the resulting look of this design.
This is the version that I upgraded after receiving feedback from my partner. She suggested that bolding the outer line of the plate might have a better effect. This does make the plate more stand out and realizable, however, it somehow looks more like a face smiling with a hair like semi-circle on top.
I gained feedback from my teacher, Mr Griffin, on coming up with other ideas. the feedback was making a lot of quick sketches base on one idea or maybe finding new ways of combining more different elements. I decided to use taco as a base and my aim is to make it simple and easy to recognize.
This is what I got after creating the basic idea. I personally really like this design because how it’s simply and a combination of taco and the client name. Yet I did more versions in different way and finding for a more efficient way of presenting it.
I tried to put the logo on the bag. It turns out to be a little bit plain that everything seems like to be inside the circles and nothing on the out side. It might be better by moving the name to the out side.
It would be better if I add things in the inside to make it not plain. I also need to try adding the key word of: fresh and sustainable in to it. A leave or a lemon might show fresh and plants or flowers can show sustainable.
I’m missing key works like fresh and sustainable so I might need to add those element in. A leaf or a lemon can show freshness and plants can show sustainable. The design is aligned to most of the advice. Places that I need to improve on is making the logo not too plain and make it stand out more .
I think I did well on using black and white colors to show the logo, where colors doesn’t really effects the logo. Somewhere that needs to be improved is to make it more recognizable. I think the design is a bit plain and not that outstanding.
I think by adding the lemon embodies fresh elements and feelings.