For this project, we were tasked to create a brand for a hypothetical brand and communicate it in a vision document. The document should include the brand mission and values written with a suitable tone of voice, a logo with a tagline, an image style and a selection of brand mock-ups showing brand usage.
We were given extensive descriptions from four different client profiles specialising in their own ventures. I chose the client looking to set up her own street food business, which I have summarised here:
"I'm setting up a street food business in London to sell an authentic taste of the deep South in America. We'll be selling traditional deep south soul food and drinks, with our specialties being BBQ brisket and southern fried chicken, along with mac n cheese and chili bowls. We use quality ingredients, so our products are more expensive than high street outlets, but it's worth it! I need branding and name ideas, as well as suggestions for livery and food packaging for my mobile kitchen."
For an American street food restaurant, the project involved developing the brand identity, starting with the name Stable 22. This name was chosen to connect with Alabama's agricultural roots and symbolise its status as the 22nd state. The logo evolved from this concept, incorporating neon sign aesthetics popular in Southern diners into a badge-like design. The brand pattern also drew inspiration from Alabama's visuals, maintaining consistency with the neon sign style of the logo. The final stage involved creating mock-ups to showcase the brand, a process that contributed significantly to the designer's skill development while using pre-made templates for efficiency.
