The Welcome Wagon
branding and package design
The Welcome Wagon is a branding project for a plant-based, “clean eating” food truck based out of a 1970’s VW Bus. The brand’s mission seeks to promote healthy eating on the go by offering a variety of grain and veggie bowl options. It looks to novelize this type of diet by harkening back to the nostalgia of the hippie movement which is famously responsible for introducing and popularizing what we now consider to be classic health food such as quinoa, microgreens, and plant-based proteins.
The brand’s identity features a main logo that mimics that of retro national park patches to allude to the idea of living off the land and its many healthful resources. The color palette is similarly earthy and bright to suggest that the brand’s products will make the consumer happy as the tagline also suggests – happy food for happy people. The identity also features an avocado and sprout pattern meant to mimic vintage Pyrex dish patterns to further push an overall feeling of nostalgia for both the midcentury and the hippie movement, two aesthetic motifs that tend to blend together in time.