Straight Outta Canton
The Project:
Straight Outta Canton engaged me to develop their personal branding for their Punjabi barbecue street food truck. Head Chef Aj, after years of perfecting his skills as a saucier, masterfully blended the flavors of classic Punjabi cooking with modern barbecue trends. This fusion resulted in a unique and innovative flavor profile and an intuitive cooking approach.
They sought a lively and engaging character that would represent their brand's heritage, encapsulate the brand’s essence, and highlight the passion and care infused into their food. The name "Straight Outta Canton," a playful nod to the infamous NWA album, reflects their roots in Canton, Wales. Additionally, they required a clear and informative website to showcase their delectable menu and facilitate bookings.
Check out the rest of the project below
Rationale:
The team at Straight Outta Canton envisioned a brand identity centered around their unique smoker, the heart of their flavor creation. This character needed to include distinctive elements that represented Punjabi heritage, ensuring instant recognition. We incorporated standout features inspired by 80s graffiti and Disney styles, with a nod to their 90s hip-hop roots.
The typeface needed to be approachable yet bold and adaptable at different scales. To achieve this, we created a custom version of Opera Black, incorporating smoke meandering through the typeface. This design choice provided excellent illustrative options and added a dynamic visual element across various outputs. It also allowed for subtle animation within the logo, enhancing the brand identity without being excessive.
The final design effectively captures the essence of Straight Outta Canton’s unique culinary approach, resonating with their cultural heritage and vibrant personality. The clear and informative website complements the branding, showcasing their delicious menu and availability for bookings, ensuring an engaging and professional online presence.
