THIS & THAT
FOOD TRUCK
CHALLENGE
this & that is a coffee truck that promotes sustainability and second-hand fashion consuming by doubling as a thrift store. It serves various coffee drinks and curated second-hand clothing. this & that embodies the youthful culture fixated on fashion, environmentalism, individuality, and community. A 2020 report stated that 73% of Gen Z consumers are willing to pay more for sustainable products more than any other generation. this & that is asking for the identity and visual branding for a food truck. They want the concept of the food, menu, truck design, food packaging, and digital ads.
SOLUTION
The logo features the brand’s characters, this and that, representing coffee and clothing respectively. The brand identity utilizes this concept of pairing to reflect the friendship of the characters. this & that's tagline is “the best drip in town,” with drip doubly referring to coffee and fashion.
this & that's mobile truck is a recycled green shipping container cafe with the second hand shopping being outside the container. The front features the logo along with this & that’s social tag and hours. The right side is the “this” side; the cafe menu takes up the entire side of container on a chalkboard with an appearance by the this character. The left side of the truck is the that side; a polaroid photo of a pile of clothing with that sitting among it takes up the entire shopping side of the truck. The top of this & that utilizes the tagline as a graphic element; this graphic element is used throughout the branding, packaging, and digital ads.
CLIENT Student Project
SKILLS Adobe Photoshop, Adobe Illustrator, Illustration, Brand Identity
