OVERVIEW
I rebranded the food truck Minne Snowii. They are an authentic Hawaiian style shave ice company that imports flavors directly from Hawaii to sell in Minnesota at places like the Minnesota State Fair. Minne Snowii's original branding is very typical for shave ice sellers and lacks differentiation. My goal was to elevate this company and bring in more of the Hawaiian origin to help separate it from other shave ice companies. I wanted it to not be as cliché and to make it appeal to all ages.
MINNE SNOWII ORIGINAL BRANDING
PROCESS
I started off with a word map to brainstorm ideas that relate to this company and began sketching them. I made mood boards based off of the terms "refreshing" and "beachy". I tried out various logo iterations, mainly focusing on hand written text.
IDEATION
BRAND GUIDELINES
EXECUTION
Using these brand guidelines, I created a food truck wrap with the main logo and the tagline: Taste the Hawaiian Snow. I incorporated the graphic elements of the hibiscus flower and the wave throughout the design to connect back to the company's roots.
LEFT SIDE OF FOOD TRUCK WRAP
RIGHT SIDE OF FOOD TRUCK WRAP
I made multiple variatons of the food truck wrap, merch, and menus to see what was working and what wasn't. The final menu design is simple and easy to read. The merch below can be bought at the food truck along with the shirts for employees to wear.
MENU
TOTE BAG
T-SHIRT FRONT
T-SHIRT BACK
TAN 5-PANEL HAT
NAVY 5-PANEL HAT
SOLUTION
To elevate the food truck, I used hand drawn calligraphic style text for the logo. The logo matches the graphic styles of a wave and hibiscus flower to relate to Hawaii through their surf culture and state flower. The bright color palette gives off the refreshing and beachy feel as well.
