Bird’s Smokehouse BBQ Food Truck Design
Local Restaurant Food Truck
Deliverables:
Identity System Artwork
Food Truck Wrap
Package Design
Menu Design
Overview
The food truck design was created for a local business called Bird’s Smokehouse BBQ. Bird’s Smokehouse BBQ serves as an honor and memory to its founder Bird. Bird died before his and his wife’s dream of opening a restaurant could happen. After his death, his wife and daughter continues his legacy and dream and were able to build a restaurant. The restaurant’s vision is based on a cabin Bird built for his family in Kentucky. Bird wanted it to be a place for families to share a good meal, laugh, talk, and take time to enjoy life.
Currently, this restaurant needs a bold way to bring in new customers. The creation of this food truck would allow the restaurant with the ability to market themselves to more people, bring in new customers, and ignite the curiosity of the local area. The food truck would offer a dynamic and diverse culinary experience that enhances the local community’s culture.
Company’s Original Logo
New Logo System
Logo Rationale
The new logo system I designed offers a refreshed and modernized rendition of their current logo. I wanted to be sure to keep the personality of the original logo while updating and simplifying its design elements. The food truck is a chance to expand the reaches of Bird’s dreams and share it with more people
Their mascot is a representation of the achievement of dreams and a way to keep Bird’s presence alive. The logo is a combination of his name (Bird) because birds have wings. The pig represents BBQ. Another note is a quote on the company’s website that says, “Dare to dream the impossible – pigs really do fly!”.
My logo design is an overall simplification and modernization of their original logo. I wanted to bring in Gestalt Principles and incorporate negative space. I didn’t want to do a complete overall of their mascot because of the personality, character, and meaning behind it.
Truck Design Elements Rationale
The design of the restaurant holds a lot of meaning and symbolization. I wanted to make sure to incorporate notable features into the truck wrap’s design.
The neon sign idea was inspired by the neon mascot sign posted on the top outside of their building. It is also featured inside the restaurant over the order and pickup windows.
Hickory wood is important because its the type they use for their food. Wood also was a representation of the cabin Bird built before his passing. I decided to use a topographic pattern as a representation of the inside of wood - this is featured throughout the entire food truck.
Menu Design
The design of the menu has the continuation of the topographic pattern that is featured on the food truck’s wrap.
The red and light green colors are pulled from the inside features of the restaurant and their current wall menu board.
A fire symbol is displayed to draw customers to best selling items.
The menu also features the continuation of the neon aesthetic applied to its section headers.