Case study / Collaborative identity & brand concepts
Soul Food.
A Caribbean street-food identity that began with hand-drawn graffiti lettering and grew into a colourful digital brand concept.
- Original concept
- Circa 2008–2009
- Collaboration
- Andy Rodwell & Daniel Hornby
- My role
- Vectorisation, colour & digital development
- Shown here
- Original logo & recent concept applications
01 / The original collaboration
From hand-drawn lettering to a digital identity.
Soul Food began around 2008–2009 as a Caribbean food-van concept developed with graffiti artist Andy Rodwell. Andy created the original hand-drawn lettering; I vectorised it, developed the colour and brought the identity together digitally.
The lettering carries the personality of the project. Green, yellow and red give it a vivid colour progression, while dark outlines help the shapes hold together against a busy background.
02 / Logo design
The original Soul Food mark.
The standalone identity sits at the centre of the project, before the later vehicle and packaging explorations.
03 / Revisiting the idea
A wider family of applications.
For this archive revisit, the identity is shown across a food-van visualisation, packaging and a menu board. The same lettering and colour palette connect the pieces while the amount of supporting information changes with the format.
These are recent concept visualisations exploring how the original identity could be used. They are presented as design concepts rather than photographs of a completed food business.
04 / Concept details
From the van to the takeaway box.
A closer look at two possible applications of the original identity.
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