When VFS Instructor Maria Kennedy assigned us our project for Branding 01 (Term 03), I immediately started creating ideas and producing images in my mind. The brief was to create a Food Truck that would be placed in Victoria Square (West Hastings & Cambie) targeted at VFS students and workers from around the area. I knew I wanted to create something unique — something that couldn’t be found anywhere else in Vancouver.
Being from Portugal gave me a lot of inspiration, because European culture (especially Mediterranean) is already distinct. And when it comes to food, the Southern Countries have a really rich cuisine. So I realized that if I did something related to Portugal, it would definitely be unique.
Our primary target audience was VFS students, and from the surveys we realized that, besides wanting a cheap, fast and healthy meal, students want something different and exotic; something they can easily remember when they are deciding where to go for lunch. So, my key words were: Unique, Homemade, Fast and Memorable. The solution: Traditional Portuguese snacks.
The next step was to come up with a visual inspiration. My mood boards were based on the Portuguese culture, from architecture to fashion to (of course) food. I realized Portuguese traditional art uses a lot of patterns, and that the predominant color is yellow.
For the name, after brainstorming with the whole class, I came up with Cozina. The rationale is really simple: I wanted it to relate to homemade food, the kind that reminds us our grandmas. However, the Portuguese word for “kitchen” is Cozinha, which is a difficult word for English first language speakers to pronounce (they get confused by the n and the h being together) — so, we took the h away.
After that, came the hardest part: The logo. I bugged Maria as much as I could to get her feedback. I wasn’t happy with my first result, so I went back to the moodboards, and I noticed the onions and garlic bulbs. That gave me the inspiration I needed, and here is the result!
The rest was easy. I started playing with the logo, rotating and reflecting it until I got patterns. The colours are related to Portugal (green, red and yellow), but more than that, they remind us of an old kitchen from the 60′s — or, at least, it reminds me of my grandma’s kitchen. -)
The packaging was another thing that was difficult for me to be satisfied with. The one I originally presented at the end of term was actually different from what I started with. During the break I found these paper bags created by Dutch designer Ilvy Jacobs, and she kindly allowed me to use her graduation paper bags’ project. So I redid that part of the project, and now I’m really happy with the result.