southwest to midwest

For this super fun brief, I was given the opportunity to refresh the brand identity of El Norte Kitchen, an imaginative food truck serving up food from the Southwest in Minnesota. Owners Ben and Tricia Allen were looking for an opportunity to mesh their existing pop-up identity with the vibe of their newly acquired food truck! With a warmth that emanates from the couple as soon as you chat with them and with food that will make your mouth water through digital screens, it was easy to create a visual language that matches their bright and colorful energy.

The biggest parts of the brief involved creating personal, collage-like illustrations of their burritos, burgers, churros, and more - along with some desert elements and cacti to really echo that Southwestern flair, and a bear that nods at an inside joke from when Tricia and Ben first started popping up as El Norte Kitchen. All of these assets were created in different iterations to serve their team digitally and physically - from their website, to their social media, and their truck. Rounded, friendly fonts and a simple, stylish logo paired with a Memphis Studio-inspired pattern made for visual assets that really make this a home on wheels. #rollup!