Cashew & Clive Catering, in partnership with the Metro Toronto Convention Centre (MTCC)
Role: Art Director / Designer
I was asked to help give life to their food truck, as well as the menu. Drawing inspiration from the pre-existing logo and some provided reference images, I created a colourful and fun pattern along with matching assets to bring attention to the truck and give customers a sense of what the truck could offer in order to entice them to come and make a purchase.
The truck with its original "design."
Holy Donuts booth
Existing Holy Donuts branding
Every year, Cashew & Clive Catering sets up multiple food booths inside the MTCC building during Fan Expo Canada, "an annual speculative fiction fan convention held in Toronto, Ontario. It is a four-day event (Thursday through Sunday) typically held the weekend before Labour Day during the summer. The convention is the largest of its kind in Canada and among the largest in world, filling the entire North and South Buildings of the MTCC with over 130,000 attendees in 2016."
Over the years, Fan Expo Canada has expanded to include a larger range of pop culture and fandoms. With that in mind, I made sure to keep the target audience at the forefront of discussions during ideation and brainstorming sessions while staying true to the purpose of the food items that Holy Donuts was selling.
Logotype on the pattern with enlarged elements
Taking the initial donut, I duplicated it and used as a template to make the various flavour combinations that ended up on the final menu (as seen further down). I paired it with a pattern of colourful polka dots as a representation of the colourful and diverse group of fans coming together to celebrate their favourite interests. I arranged it so that the donuts replaced some dots in order to bring it back to the main focus of selling the product and thus resulted in this final pattern. I also took a few of the donuts as well as the ice cream from earlier and enlarged them to make them seem "larger than life" to illustrate the larger-than-life flavours. This can be seen on the truck design below.
Final truck design