VALENTINE
Food Truck Brand Identity
Valentine is a fictional food truck brand developed during my graphic design apprenticeship at Heads Corporate Branding in Zurich. The brief, set by my apprenticeship supervisor Marco Simonetti, was to create a distinctive brand identity from the initial concept through to its application across physical and digital touchpoints.
2025
Branding
Apprenticeship project
CONCEPT
The concept explores the tension between the civilised and instinctive sides of eating: pleasure meets hunger, etiquette meets impulse. This contrast led to the central idea “Essen mit Biss.” The bite became the key visual metaphor, translating the raw and immediate nature of eating into a precise graphic language.
IDENTITY
Distinctive cut-out shapes derived from bite marks form the core of the visual system. A reduced black and off-white colour palette is combined with contrasting serif and sans-serif typography, while black-and-white photography portrays people in a direct and unfiltered way. The identity extends across the food truck, stationery, packaging, merchandise, advertising and social media.
