Wooffles Packaging Design, Photography, Motion, Visual Identity

A speculative rebrand of Señor Wooffle, a San Diego-based food truck and catering company specializing in American comfort food and desserts. Visual identity was developed from previous branding, which focused on childhood nostalgia and “foods and treats for grown-ups.” These principles were the foundation of a new visual identity, fusing whimsy with the adult palette. A mascot logo and a Memphis Design-inspired pattern was developed to evoke playful nostalgia, contrasted by a cool green color palette that offers tranquility and maturity, bridged by typefaces that are quirky yet approachable.

Research & branding development

A collaborative business profile of Señor Wooffle was developed to get familiar with the brand and to gather research into one, cohesive document. Basic background information, a packaging audit, and a branding analysis was created.

A moodboard was then created to gather visual inspiration and to explore various creative directions. This included color explorations, typeface options, packaging diecuts, and various imagery routes. This moodboard served as a convenient place to drop all useful resources and as a way to quickly communicate creative ideas to reviewers.

Visual branding

Diecut development

Following the finished visual re-identity was the development of a prototype food packaging for the brand. An open food tray was finalized, taking into the account the nature of food truck consumers to eat immediately after purchasing, as opposed to taking it home or on the go. Equipped with a cup holder to firstly accomodate to consumer need, as well as vendor need, as a core pillar of Wooffles is specialty milkshakes.

Along with the food tray, other essential packaging goods were created, such as a beverage cup, a french fry bag, food wrapping paper, and condiment packets.

Final outcome

Kekoa B.