The New Duff
Freelance Client
Branding | Graphic Design | Illustration | Package Design
The New Duff is an avant-garde culinary experience that reinvents Bahamian delicacies and infuses them with an asian flare. They needed a food truck wrap that embodied their tropical flare and vibrant menu.
Measure once, design twice.
The project kicked off with a site visit of the trailer. Initial concept were discussed and measurements were taken to ensure that the design would fit the space effectively.
Moodboard
The main sources of inspiration were the patterns, colors and textures used in the preparation and presentation of the dishes.
After developing rough sketches, the creative direction boiled down to creating a tablescape; an eye-catching and inviting way to display the range of dishes.
To increase brand recognition, the illustrations absorbed the vibrant colors of the brand.
Variations & Color Combos
Refining and illustrating key elements
It was important that the illustrations reflected the handpicked, handmade, and vibrant aesthetic of not only the brand, but the product, while ensuring that each item was easily recognizable by potential customers.
The items illustrated from L to R : Guava fruit, Fruit Punch, Tea, TeaCup, Pork Buns in a steamer, Dumplings, Napkin & Fork.
Final Mockups
Color and pattern options were explored, we concluded that it was best to strip back the layouts and allow for the illustrations to be center stage.
Bon Appétit
Below are a few shots of the final design.
Package Design
After the successful launch and reception of the food truck design, the New Duff expanded their offerings by experimenting with additional flavors.