The Pickled Prawn Branding

I worked on a branding project for a seafood food truck in Cornwall, known as "The Pickled Prawn." My aim was to create a distinctive brand identity. This entailed an exploration of the food truck's target audience and its competitors within the Cornwall region, steering the course for the development of branding concepts rooted in the local seafood culture. The ultimate aspiration was to craft a visual identity that captured the very essence of Cornwall's coastal ambiance while artfully echoing the quality and freshness of the seafood fare offered by "The Pickled Prawn."

Once I had completed some research around the target market and competitors. I was able to create some initial branding concepts. This included some rough sketches and exploration of fonts to see what styles could work for The Pickled Prawn.  To complete this work I used Adobe Illustrator and Procreate to create the branded illustration of the prawn jumping out of the jar. I sketched the idea initially using procreate then vectorised the concept using a variety of tools in Illustrator. Playing around with typography and colour ways eventually led me to create a comprehensive brand identity, encompassing logos, colour palettes, and typography that struck a harmonious chord with the local clientele.

To improve this project, I would like to further explore extending the visual identity into the food truck's physical environment and packaging design, giving customers a complete sensory experience that goes beyond visual elements alone. For example, this could be creating concepts for signage on the food truck. A possible concept, could include a menu board, business slogans or variations of the prawn illustration engaging in fun activities like gymnastics. It could also include the addition of another character like a chilli for a spicy menu idea.

Regarding a take-away element, food packaging like tissue, boxes, menus, signs and stickering could be considered. 

Through this project, I acquired an understanding of how to align branding concepts with local culture and consumer preferences. I used my skills in market research, conceptualisation, and the creation of a cohesive visual identity. In retrospect, the journey of crafting "The Pickled Prawn" brand identity has been an enriching learning experience.