Taste and music in one experience
Soul food
about the project
Delivered products
- Logo design
- Color palette & typography
- Design Language
- Packaging
- Merchandise
- Signage & food truck design
Client
Soul Food is a food truck that aims to be more than just a place to grab a meal. The concept revolves around the fusion of flavorful dishes and the warmth of soul music. Visitors experience the truck not only as a spot to eat, but also as a meeting place where rhythm and taste come together. To capture that feeling, the brand identity needed to convey both culinary quality and cultural experience.
Challenge
The challenge was to translate music and taste into a consistent visual identity. How do you create a brand style that stands out on the street, remains recognizable in crowded environments, and reflects the vibe of soul music? Soul Food asked for a style that feels lively and energetic, while still looking convincing at festivals, events, and among food lovers.
The logo, a stylized jukebox that also hints at the front of the food truck, seamlessly bridges the worlds of music and food. It’s a symbol that feels both bold and personal, capturing the soul of the brand in one clear image. Simple enough for small-scale use, yet iconic enough to stand proudly on signage or merchandise, it embodies the energy of Soul Food in every setting.
The circular forms and flowing gradients draw inspiration from the grooves of a vinyl record. A playful nod to the rhythm of soul. They give the brand a sense of motion and groove, infusing every touchpoint with warmth and energy. Repeated across packaging, signage, and merchandise, these details tie everything together into one smooth, recognizable visual rhythm.
Brands built on big ideas
Next project
Madeworkers received an approachable and trustworthy identity that brings technology closer to the user.
Penrose was created from the geometric strength of the Penrose triangle, translated into modern typography.
Join our community!
Sign up for our newsletter
Building a strong brand starts with inspiration. With our newsletter, you’ll receive that inspiration right when you need it, in your inbox. At Fraaij Makers, we believe a brand isn’t built in a day. It’s a process of building, adjusting, and continuous learning. Our newsletter is your reminder to pause and reflect on your brand. It offers insights, tips, and ideas to help your brand keep growing.
Taste and music in one experience
Soul food
about the project
Delivered products
- Logo design
- Color palette & typography
- Design Language
- Packaging
- Merchandise
- Signage & food truck design
Client
Soul Food is a food truck that aims to be more than just a place to grab a meal. The concept revolves around the fusion of flavorful dishes and the warmth of soul music. Visitors experience the truck not only as a spot to eat, but also as a meeting place where rhythm and taste come together. To capture that feeling, the brand identity needed to convey both culinary quality and cultural experience.
Challenge
The challenge was to translate music and taste into a consistent visual identity. How do you create a brand style that stands out on the street, remains recognizable in crowded environments, and reflects the vibe of soul music? Soul Food asked for a style that feels lively and energetic, while still looking convincing at festivals, events, and among food lovers.
The logo, a stylized jukebox that also hints at the front of the food truck, seamlessly bridges the worlds of music and food. It’s a symbol that feels both bold and personal, capturing the soul of the brand in one clear image. Simple enough for small-scale use, yet iconic enough to stand proudly on signage or merchandise, it embodies the energy of Soul Food in every setting.
The circular forms and flowing gradients draw inspiration from the grooves of a vinyl record. A playful nod to the rhythm of soul. They give the brand a sense of motion and groove, infusing every touchpoint with warmth and energy. Repeated across packaging, signage, and merchandise, these details tie everything together into one smooth, recognizable visual rhythm.
Brands built on big ideas
Next project
Madeworkers received an approachable and trustworthy identity that brings technology closer to the user.
Penrose was created from the geometric strength of the Penrose triangle, translated into modern typography.
Join our community!
Sign up for our newsletter
Building a strong brand starts with inspiration. With our newsletter, you’ll receive that inspiration right when you need it, in your inbox. At Fraaij Makers, we believe a brand isn’t built in a day. It’s a process of building, adjusting, and continuous learning. Our newsletter is your reminder to pause and reflect on your brand. It offers insights, tips, and ideas to help your brand keep growing.
Taste and music in one experience
Soul food
about the project
Delivered products
- Logo design
- Color palette & typography
- Design Language
- Packaging
- Merchandise
- Signage & food truck design
Client
Soul Food is a food truck that aims to be more than just a place to grab a meal. The concept revolves around the fusion of flavorful dishes and the warmth of soul music. Visitors experience the truck not only as a spot to eat, but also as a meeting place where rhythm and taste come together. To capture that feeling, the brand identity needed to convey both culinary quality and cultural experience.
Challenge
The challenge was to translate music and taste into a consistent visual identity. How do you create a brand style that stands out on the street, remains recognizable in crowded environments, and reflects the vibe of soul music? Soul Food asked for a style that feels lively and energetic, while still looking convincing at festivals, events, and among food lovers.
The logo, a stylized jukebox that also hints at the front of the food truck, seamlessly bridges the worlds of music and food. It’s a symbol that feels both bold and personal, capturing the soul of the brand in one clear image. Simple enough for small-scale use, yet iconic enough to stand proudly on signage or merchandise, it embodies the energy of Soul Food in every setting.
The circular forms and flowing gradients draw inspiration from the grooves of a vinyl record. A playful nod to the rhythm of soul. They give the brand a sense of motion and groove, infusing every touchpoint with warmth and energy. Repeated across packaging, signage, and merchandise, these details tie everything together into one smooth, recognizable visual rhythm.
Merken gebouwd op grote ideeën
Volgende project
Madeworkers received an approachable and trustworthy identity that brings technology closer to the user.
Penrose was created from the geometric strength of the Penrose triangle, translated into modern typography.
Join our community!
Sign up for our newsletter
Building a strong brand starts with inspiration. With our newsletter, you’ll receive that inspiration right when you need it, in your inbox. At Fraaij Makers, we believe a brand isn’t built in a day. It’s a process of building, adjusting, and continuous learning. Our newsletter is your reminder to pause and reflect on your brand. It offers insights, tips, and ideas to help your brand keep growing.
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