- BRAND CREATION, BRAND IDENTITY & PACKAGING DESIGN -
"El Balthazar food truck" is a small business that originated in Paris. From sandwiches and crêpes to the famous Argentinean empanadas, this start-up business brings a variety of flavours for the pallets of its clients. By using honest and authentic ingredients, "el Balthazar food truck" creates an exciting food experience to enjoy on the go.
The food truck is built on a vintage VW van, bringing a nostalgic atmosphere to the experience. By moving around different locations, it can take the experience wherever it goes. "El Balthazar is the traveller that sets out on an adventure every day to offer food from another land".
The identity takes those vintage graphic cues from old letters, suitcase tags and travel badges, appealing to nostalgia but with a modern look and its own twist to create a unique brand.
The lifestyle photography and illustrations bring a fresher look. Focusing on images that enhance the taste and eating experience empowers the honest and healthy ingredients used in their food offer. Of course, colour is also crucial. The earthy colour palette chosen accompanies the imagery to convey the message of honesty and health-driven recipes.
Food has always been an expression, either by cooking or eating or, like nowadays, posting it on social media.
We celebrate the ritual in different ways and express how it makes us feel. We like to share it, so everyone else knows. We shout about it! Just like "el Balthazar food truck" does.
The brand expression is carried onto the packaging design. It amplifies the identity with simplicity, creating an engaging, quirky dialogue with the consumer.
The food truck in Normandie (photograph on the left). Balthazar Bitton -son-, Patrice Bitton -father and owner-, and Emmanuel Grand -cook- (photograph on the right).
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