ACIA EXPRESS
THE CHALLENGE
Designing the branding for Acia Express was a complex and dynamic process, requiring a blend of creativity, strategic planning, and extensive market research. Given the competitive nature of the culinary industry in Newport, the challenge was to create a unique and compelling identity that stood out. A thorough market landscape analysis was conducted to identify key trends and opportunities that informed the branding strategy. Close collaboration with the client ensured the branding aligned with their vision, values, and overall business objectives.
The essence of Acia Express is inherently joyful and interactive. Customers actively participate in crafting their experience, from tracking the truck's location to customizing their bowls. Recognizing the importance of customer engagement, it was imperative to design a brand that amplifies this essence.
THE APPROACH
Brand Identity
The branding palette blends pastel hues with saturated colors, paired with organic and classic patterns to create a sense of zest. The use of irregular shapes reflects the essence of the business—fluid, natural, and ever-evolving.
Package Design
The toast package design was created to streamline the ordering process and enhance the customer experience. The slip slides over the to-go packaging, functioning as an order ticket and efficiently bridging the gap between front-of-house and kitchen operations.
Menu Design
Acia Express' menu was designed with readability and efficiency in mind. Every detail, from font choice and size to icon placement, was carefully curated to ensure a seamless flow of information, enhancing the ordering experience and minimizing wait times.
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CONCLUSION
The brand identity of Acia Express was created to be lively and energetic, featuring striking patterns and vibrant colors that reflect the customizable nature of its offerings. The packaging designs were optimized to enhance ordering while generating double order tickets for the cashier. The menu layouts were user-friendly and made it easy for customers to personalize their bowls while incorporating brand elements for guidance. Finally, the food truck was transformed into a captivating moving billboard with a unique pattern inspired by fruits and a bold logo that served as a memorable backdrop for Newport tourists' photographs.
Acia Express is a growing food truck business in Newport, Rhode Island. In it's first year, despite having incredible offerings, it failed to meet its profit goals due to a lack of branding strategies. As the summer ended, the owners of Acia Express realized that they needed to redefine their approach and create a unique identity in the competitive culinary landscape of the area.
Logo Design
Branding
Vehicle Wrap
SERVICES
Newport, RI
LOCATION