Apulia is a new food truck that serves food inspired by Pugliese
(Southern Italian) cuisine. Pugliese food reflects the nature of
the region and is simply about using the finest quality ingredients
to let the food speak for itself. The branding for Apulia reflects
this, using only a few elements.
Target Audience/Tone of Voice
Adults and families looking for tasty but affordable and healthy
street food. The tone of voice must be contemporary whilst
maintaining traditional values inlcuding authentic recipes and
properly sourced food.
Brief
Create the branding and identity for an English travelling food
truck serving Pugliese (Southern Italian) inspired food.
Logo
It takes inspiration from traditional Italian typography and was
developed by experimenting in making the letters with spaghetti
strands. It combines tradition with modernity to create a taste of
southern Italy.
OUGD603/Grace Buckley Research 2/5Brief 1: Apulia Branding
Research
Primary research photographs were taken in the Pugliese region
in Italy last summer to get an idea of how the locals live, along
with regional food, architecture and the environment. This was
essential to create a brand that would complement the area it is
inspired by.
Another research area was the Italian inspired type design by
Louise Fili. Many of her designs are inspired by Italian signs,
something that was relevant to this brief.
OUGD603/Grace Buckley Logo Development 3/5Brief 1: Apulia
Branding
Logo Development
The logo was developed by sketching free hand different ideas
for a hand rendered continuous logo inspired by primary research
into Italian shops and signs, and secondary research into Louise
Filis typography. This was to ensure that the branding had an
authenticity to it inspired by the culture in southern Italy.
Logo Experimentation
This was then developed by creating a continuous line logo out
of strands of spaghetti to provide a more fluid organic line. It
was then traced and manipulated digitally to create a more
con-sistent aesthetic.
OUGD603/Grace Buckley Pattern Development 4/5Brief 1: Apulia
Branding
Pattern Development
Five icons were created to represent the different types of food
that the truck sells to use in its dishes and as packaged products.
These were then combined with the logo to create a pattern used to
add detail to the branding. Vector imagery was the chosen style as
it fits with the contemporary tone of voice and the rounded logo.
There is a limit of five icons to keep the pattern concise and
relevant to the products for sale.
![Trabajo Final Marketing - El Brief[1]](https://img.pdfslide.us/doc/110x75/55cf9da7550346d033ae934c/trabajo-final-marketing-el-brief1.jpg)
