Sate & Sake
BRANDING & TRUCK GRAPHICS
The coolest food truck you've
ever laid eyes on.
Sate & Sake is a food truck specializing in Malaysian-style Satay and Japanese Sake based in Torino, Italy. Friend and Chef Justin Yip reached out with the unique opportunity to brand his truck, a Piaggio Ape, back in 2016 and it’s definitely been a favorite project of mine ever since.
Justin’s truck was a first for Torino—a city abounding with great food, but a place where asian cuisine can be hard to find. With this in mind, I set out to make the truck’s key offerings, and its namesake, the focal point in my design. The distinct shapes of Japanese sans-serif type, along with the curves found in Japan’s traditional architecture, served as the primary inspiration for the logotype. Arched arms and crossbars, paired with a mix of letter heights, speak into this visual language and create a playful composition that captures the essence of the truck. The orangey-red flames of the charcoal-fired satay grill and the teal hues of frosted sake bottles led me to the primary colors. These colors also connect perfectly to the brand symbol—a secondary mark that complements the strong, simple brand name and alludes to the classic elemental symbols of fire and water.