Fully Loaded North East.
The client turned up with a mirror-finish Airstream. Beautiful...but nowhere on it to put a name! Curved everywhere, flat nowhere, reflecting half the car park back at you.
Curved everywhere, flat nowhere.
the client had a good idea.
They came in with a proper reference: 1970s American roadside, swooshy script, speed lines. Good instinct! That’s exactly the world an Airstream lives in. So we drew it properly, vectored it up so it could scale, and worked it into a roundel. Loaded Food. Good Food.
Lovely logo. Still the problem of nowhere to put it.
Round one, drawn out in full.
our take on it.
We couldn’t resist. We wanted to try something out there, in a totally different direction, and see if we could win the client over with it.
Because look at the thing. That shape is a classic — you’d know it from a mile off. It just needed dragging out of 1970 and into food truck territory.
So we got the side profile from the client, put it on screen, and started sketching straight over the top. Working out how to bend the “fully loaded” name into the shape of the van until it fitted.
That’s the ultimate design switch: the name is the van. Towing hitch, double wheels, and a cheesy drip for good measure. Not a logo you put on a trailer, a logo that is one.
The real life trailer's already doing the shape, so the logo letters fit perfectly!
the logo is the trailer!
then everything else.
Menus and boards, in black, white and a mustard we nicked off the cheese sauce. Socials shaped like the trailer with chips escaping over the edges.
One idea. On everything. No half-loaded anything.
