Conscious Cravings

Rebranding

For a class project, we were tasked with rebranding a local business of our choice. Conscious Cravings is a vegan food truck with two locations in Austin, Texas. Since 2011, they’ve been serving Austinites delectable, cruelty-free food. Their current logo has handwritten charm, but it isn’t scalable, and the design suffers when used in small onscreen applications. Additionally, the public conception of veganism has evolved since the truck’s opening in 2011. To entice the new generation of eco-conscious eaters, I wanted their logo to reflect the ethics of a plant-based diet. The logo I created for them is inspired by their mission to make simple, craveable food (that happens to be more kind to the planet). Blocks of color escaping their bounds reflect the handmade feel of the original design. Cropped versions of the logo create interesting, abstract shapes on organic brown paper, contributing to the idea that their food is natural but refined.