& Rice Guys
Boston Food Truck
As the name implies; ‘The Chicken and Rice Guys’ are pretty straightforward with regards to their place in the Boston food scene. When approached to redesign their identity, this no nonsense attitude came to be both a refreshing and decisive indicator for defining how their brand could live.
Initially the design system takes on a direct, stark, utilitarian aesthetic as content is applied with minimal fashion, using a fixed centred layout and uniformed monospaced type. Counteracting this, loose illustrative details, brash and bold, are overprinted in the iconic yellow synonymous with the existing food trucks.
In a move to highlight the fun personality behind the team, T-shirts were made for the staff, replacing the logo with alternate phrases riffing off the chicken or rice themes.
Shot straight on from above, the photographic direction puts the product front and centre, while peripheral elements set the scene for fast, care-free street food.