KAI is a fictional seafood food truck. The challenge: seafood is not the most exciting category to look at, so how do you make it appetising and bring the beach to mind?
I sketched sea and beach elements in a simple line style and chose 12 of them as the brand’s illustration system. The palette pairs the warmth of the sun with the coolness of the sea.
Seafood, made appetising.
KAI Seafood is a food truck brand I made up as a personal project. I designed its visual identity around one question: how could I turn a category of food that is not necessarily exciting into something appetising that also reminds people of the beach?
The way I think.
Pencil first. A fish, a wave, a shell, a truck, and one rule: shapes simple enough to read from far away.
I drew these after the project, to show the thinking behind it. They were not part of the original process.
Twelve shapes from the shore.
I began by drawing inspiration from things of the sea and the beach. I sketched many items in simple linear forms, then chose 12 shapes to represent the brand consistently.
Build your own
KAI pattern.
- 1Pick a fish: sun or sea.
- 2Click or drag on the canvas to place fish.
- 3Click a fish again to turn it.
- 4Shuffle for ideas, then save your pattern.
Sun and sea.
I chose these colours to capture the essence of the beach, where the warmth of the sun meets the coolness of the sea, with a feeling of vitality and renewal.
Anything in Mind?Your Move
Click to copy my email · or open your mail app
MASSConcepting · 3D · Branding
Click a card to bring it to the front. Click the front one to open.