OVERVIEW Holla Halo is a new San Diego-based food truck featuring the Filipino dessert, halo-halo, which literally translates as “mix-mix.” The client’s goal is to bring this ethnic treat into popular culinary culture while respecting the essence of its tradition. The brand needs a fresh visual identity that will help this new kid on the block stand out among the sea of food trucks often found at festivals, farmer’s markets, and other events. The client hopes to target established food truck patrons who are adventurous eaters, as well as San Diego’s vibrant Filipino community.
SOLUTION For Holla Halo’s primary brand color, I chose a purple that reflects the rich hue of ube ice cream. Icons made into a pattern symbolize other key ingredients found in halo-halo. Clever copywriting appeals to a young, hip food truck crowd, while the menu still focuses on traditional Filipino fare. Salty, a bubbly script, is used for the logo to reference the roundness and playfulness of the dessert. For the menu, I used the handmade Festivo type family for a casual, yet slightly imperfect, aesthetic. This is paired with the clean sans Texta for its readability, which is helpful for customers waiting in line to order.