Building a brand from the wheels up.
Hale On Wheels / Mobile Italian Eatery
Services Provided
Logo Design
Creative Direction
Brand Strategy
Brand Design
The Mission
Design a brand identity in preparation for launching an Italian food truck business.
Outcome
Designed a logo and a supporting brand identity.
Results/Impact
The newly-designed Hale On Wheels brand identity supported a hectic launch schedule with numerous event bookings and continues to support their future marketing and print needs.
Details
I met Kate and Joe Hale in September 2022 when they were still in the early stages of starting their business—Hale On Wheels. They were still purchasing a trailer, securing permits, hiring a designer (That’s me!), etc.
They were in need of a full brand identity system to go along with their custom-built trailer just in time for launch day.
In our discovery session, we identified a few important things:
1. Their customers were usually families, and they were always foodies.
2. Ideally, the visuals need to incorporate a devil element as a nod to the name "Hale On Wheels".
3. Make it badass.
With that in mind, I got to work! At first, I explored some more modern and edgy concepts.
They liked these logos, but Kate let me know that I leaned too hard into the devil theme. Taking that into account, I decided to pivot and go a more traditional route in honor of their Italian background. Back to the drawing board!
I received some sketches as inspiration and jumped back into designing. Yeah, I know there's a lot of crazy stuff on my artboard. Don't judge the process.
And after some iterating, here is the final product!
And what case study would be complete without a bunch of extra mockups!?
Check out what Hale On Wheels is up to right now.