CRAZY BELLY
YEAR / 2022
Brand Overview:
visual identity /packaging /social media
Crazy belly is a food truck located in the business district of Zürich, Switzerland. The food truck serves a new lunch menu everyday and has a wide selection from Asian and European cuisines.
As part of our research, the truck surroundings were studied in detail to understand the locale and how we can make the truck stand out. Considering the buildings around the truck were mainly muted or darker colours, the designs for Crazy Belly had to stand out with the use of colours and striking illustrations and bold typography. These features would also differenciate the brand from the other food trucks in the area.
For the logo, Knockout font in bold was used. A step-like format was created for the logo, to attract attention and the colour bands were used to add scaleable elements, should the need arise for its use
Creating the visual identity and its extensions was the next step. The craziness of Crazy Belly was taken through a series of over-the-top phrases that were used alongside soft geometric patterns. A colour block format brought these elements together, in a way that can be taken across digital and print media.
The illustrations are to express action and movement in characters, warp the human figure in surprising and fun ways and use bright colours to make for a bold and visible branding asset. While creating a brand personality, the language of the brand was kept fun and fresh.
While designing the packaging for the brand, we decided to make it ergonomic and created stickers for tops of the boxes and sleeves for the sushi boxes. Each dish was given a name. For example Slurppy Suppe for soup bowls, Loco for Koko for Thai Curries and so on.
On one side of the truck, an engagement experience was created. Deriving from the tagline, people queuing up to pick up their orders were asked “What mood are you in today?” On the window, different emotion-stickers, customised for Crazy Belly, were placed which people can pick and stick on the truck.
As part of the project, I also designed the website, translating the visual language into a digital experience. You can view it here: https://www.crazybelly.ch/