ALOO
‘Aloo’ is a fine dining, Art Deco-style food truck that gives a taste of Indian cuisine. The word 'Aloo' meant 'potato' in the Hindi language, and I wanted this to be the name of my food truck as the staple item served would be variations of potato dishes.
As potatoes were quick and easy to prepare, this became a staple food that was made particularly for road trips. I thus wanted to share my memories of this food through the project. The idea of a food truck was interesting as it challenged me to combine convenience with fine dining. Since the dishes sold in the food truck can be quickly prepared and consumed on trips, I intended to elevate the kinds of foods consumed when travelling by road.
Brand Identity
I was drawn to a simple, geometric logo for the food truck because the clean lines provided an elegant look to the brand. This was created by simplifying each letter of the word 'ALOO' until it was at its base shape.
The pattern created for ALOO was inspired by the Art Deco style. The pattern was intended to be used on applications such as ALOO's menu card, food truck, packaging and merchandise.
Food Truck
The food truck has a minimal colour palette of black and gold to emphasise the elegance and elevated nature of the food being served.
Other Applications
Other applications included tea cups, takeaway containers, spice boxes, aprons, and, lastly, the menu. All of these items have the logo and/or pattern embedded/printed onto them. In the application of Aloo's logo and pattern, I used items that are more traditionally found in Indian culture and cuisine, so as to create a more traditional and authentic look for the brand.