Project: Food Truck
A Denver based start-up with a penchant for gourmet sweets came to ATIPPICAL describing a vision to mobilize bakeshop quality confections. Without a brand name, theme or signature menu item in play, we needed to conceptualize and select a brand identity that would encapsulate the vision: satisfy the sweet-tooth and pair with street vendor fare. Introducing: SUGARDASH, a bold name with dual meaning. A cotton candy color palette was chosen to tap into one's early associations with sugar while the dash implies a metaphoric quick taste or rush sensation through both your tastebuds and your neighborhood. The lettering and pressed typefaces evoke a handmade/homemade quality that is both approachable and representative of their unique spin on bringing gourmet sweets to the streets. Pretty sweet, don't ya think?
Click here to see the full project.