Studio Half Decent
14 May 2022
Eddie’s Deli is a food truck based on the east coast of Australia. The visual identity leans into a progessive aesthetic such as intentionally stretched logo’s, stylized motion, and ambigious photo usage. The design system finds balance through an earthy color palette, playful illustrations and thought provoking taglines.
The trucks food offering is predominantly toasted sandwiches so we dissected that idea and broke out individual food groups to help form the basis of the system. “Toasty” the mascot is the brand advocate and is used to help liven the brand’s personality. The logotype and toasty are both custom drawn and uniquely 1-of-1’s for eddie’s food truck.