THE CHALLENGE
Are you hungry for a spicy veggie snack served from a colorful, retro and pop looking food truck? If yes, here’s my latest branding project: FusionFry, a fusion project by chef Martina Wastl. FusionFry is a food project that Martina brought to life to offer vegan and vegetarian dishes heavily influenced by the Indian and Korean cuisine. You can expect balanced, spicy and surely yummy snacks here, ready to go! Martina asked me to design a brand identity to be immediately applied to the food truck she has rented for the season and that could make her food truck memorable and recognisable.
How might we craft a catchy, pop and contemporary brand language for FusionFry that would encapsulate the quality of Martina Wastl’s fusion vegetarian food yet peak in heavily crowded food events?
THE OUTCOME
Inspired by the original truck's colors (white, pink, and red), the brand's color palette embodies audacity, power, dynamism, and love. The logotype features a bold, wavy, yet friendly font, avoiding straight lines and defined edges to symbolize fusion. The tight kerning brings the letters close together, even overlapping—reflecting the hustle and bustle of a food truck environment. The typeface almost gives the impression that the letters are moving, queuing, or running. The sassy, retro-inspired illustrations showcase food transformed into mascots and characters. Objects are humanized, friendly, and turn ingredients into lively personalities, depicting elements that resonate with the vegetarian lifestyle and a commitment to health—both in food and vibe. This dynamic visual language not only helps Martina convey her vision but also enables her to make a striking impression at events and markets, allowing her to focus on what she loves most—cooking!
