RUDE FOOD BRANDING DESIGN

Whilst working at Hunts Food Group I was tasked with creating branding for some of the food stalls the company runs at the Glastonbury Festival. The brief required me to design 3 x large menu boards and several large banners to cover the 3 food stalls. The client wanted a fresh new brand identity to appeal to their young creative audience and stand out against the crowd at festivals. Having really enjoyed the style of the designs I created decided to take it a step further by developing a fictional catering company called 'Rude Food'

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About the brand:
‘Rude Food’ is a fictional upcoming catering company with multiple food stalls and carts that specialise in trading at some of the UK’s Biggest Festivals. The brand is fun, cheeky and plays into the young festival culture. It's no fine dining experience, it's fast street food with a playful twist.  Food stalls include - Dirty Burgers & Loaded fries / Breakfast / Drinks ( Coffee, iced coffee, juices & shakes)

 

Through research of the target audience, I developed a fun retro branding with bold doodle patterns, playful brand mascots and bright contrasting colours. The mustard yellow became a central part of the branding with the relation to the melted cheese covering the burgers and loaded fries. The patterns that i designed through procreate and illustrator would feature heavily across the packaging and POS, customers would carry the packaging around the festival bringing the branding to the attention of new potential customers.

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The Rude Food logo features a customised font with the two 'o's' containing the 'hungry/eager' cartoon eyes from the character illustrations. All the patterns feature doodles and words relating to the items on the menu, with cheeky sayings added in pushing the 'rude' attitude of the brand that the young audience could connect with. I also created a range of fun stickers to be used on the packaging to further push the humour and cheeky side of the brand. 

 

I created packaging for the burgers/breakfast and coffee stalls, with matching burger box, fries box and a patterned paper wrap. The Breakfast packaging would be identical to the burger packaging although in the 'breakfast' orange pattern. The coffee branding using several bright colours within the packaging to represent the different sizes of cups and types of coffee blends with the focus colour being blue.