Jenn David Design helps Clean Street Food offer ‘gourmet food at a pedestrian price.
You can have a name, but not necessarily an identity. Just ask Jenn David Connolly, owner and founder of Jenn David Design (jenndavid.com) in San Diego, who recently completed a comprehensive and defining identity for Los Angeles-based Manna Culinary Corporation’s food truck, Clean Street Food.
“I was approached by the team of Manna Culinary Corporation – chef Jack Harding, who has extensive gourmet experience, and his wife, Sara,” says Connolly. “They started Clean Street Food (cleanstreetfood.com) to serve up ‘gourmet food at a pedestrian price’. The food is fresh, gourmet, and delicious. They contacted me with the name already established, but no identity.”
Connolly worked with them on developing not only a logo, but also a truck wrap plus a website design.
“I illustrated the chef in the logo based on a photo of Jack, so it’s very close to his likeness. And we incorporated the chef’s utensils to communicate that this food is gourmet and prepared by an experienced chef.”
The bright colors for the logo and overall wrap design are important as well, explains Connolly: “The red and yellow colors were selected to signify quick-serve food, but we put an entirely gourmet spin on it, to reflect the high quality of the food and service. And since this is for a food truck, I developed the cityscape illustration to signify the street aspect of the food, and the sun rays around the logo tie it all together and make it shine, literally.” The other design details serve to reinforce the client’s name and provide contact information.
Once the client had approved the design, the final graphic files were outsourced to a local print provider. Output was done on an HP Designjet L25500 latex printer, at 1200 dpi, using 3M vinyl and a cast overlaminate. The same shop also executed the install work.
The icing on the food-truck cake: The Clean Street Food vehicle was later featured on a recent episode of CBS’s “CSI: NY.”
“It was selected because of its bright yellow color, which showed well in the night scene,” says Connolly. “They even did a close-up on the menu portion of the truck, which we designed as part of the wrap to integrate directly with the other graphics on the vehicle. I was thrilled to have a food truck I’d designed make such an impressive TV debut.”
JENN DAVID DESIGN
Photos by Valeri Estrada.