Tropical Truck

Tropical Truck, based in Jacksonville, is an emerging business specializing in fresh, organic fruits, juices, smoothies, and other natural offerings. Drawing inspiration from Cuban and broader Latin American roots, the brand was built around a vision of creating an immersive tropical experience. Although not located on an island, Tropical Truck aims to transport customers into a vibrant, island-like atmosphere with every visit.

Brand Identity & Visual System
Illustration
Environmental Design
Print & Collateral Design
Art Direction

Concept Development

While brainstorming concepts for the logo, my primary aim was to capture the essence of the tropics. I concentrated on integrating elements and abstract concepts reminiscent of tropical environments, such as waves, palm trees, flowers, and the sun.

When I started sketching thumbnails for the logo, I strategically opted for a sans-serif font with a tall x-height and a more organic feel. While fonts like Helvetica lean towards modern simplicity, I aimed to design a wordmark with an organic touch and a hint of flair.