This project was an experiment in creating a basic icon's system. I chose Rolling Roots, a food truck that serves plant based soul food to work with. I had eaten at Rolling Roots in the past, and noticed the to-go materials were unbranded. Reflecting on this, I thought it would be fun to match Rolling Root's unique take on food with designs to mach. I wanted something classic but with a modern edge. I started by researching classic dinners and old soul food joints, as well as vegan iconography to get inspiration and understand what kind of designs would resonate with the audience.

As stickers, the icons were intended to be used in wrapping food and for fun. They render different animals that are typically used in our everyday dishes such as pigs, chickens, and cows which don’t quite get love dogs and cats do. I wanted the icons and materials to thank the customers for their patronage, and also for the lives they spare when choosing plant based options.

For the wrapping paper, I wanted to create a pattern that would be eye-catching and unique. And for the merchandise, such as totes and shirts, I wanted to create designs that customers would be proud to wear or carry around, so I created a logo from one of the icons. I think the designs are fun, and I think they would help Rolling Roots stand out in a crowded marketplace and leave diners with a more memorable experience.