Wok N' Roll
A street food brand that wraps your favorite Chinese dishes in a giant egg roll shell and serves them with bold flavor and late-night energy.
Intro
Wok n’ Roll reimagines takeout classics as crispy, handheld street food, giant egg roll burritos, dumpling sticks, and sauce-packed sides. I built the visual identity from the ground up to feel fast, fun, and unmistakably craveable. From the punchy mascot to the custom icons and truck wrap, the brand balances cheeky food-truck fun with clean, consistent design that scales from menus to merch.
Wok n’ Roll reimagines takeout classics as crispy, handheld street food, giant egg roll burritos, dumpling sticks, and sauce-packed sides. I built the visual identity from the ground up to feel fast, fun, and unmistakably craveable. From the punchy mascot to the custom icons and truck wrap, the brand balances cheeky food-truck fun with clean, consistent design that scales from menus to merch.
Role
Brand Strategist & Designer
Brand Strategist & Designer
Scope
Strategic Brand Identity | Logo Design | Packaging | Social Assets | Signage | Food Truck Design
Strategic Brand Identity | Logo Design | Packaging | Social Assets | Signage | Food Truck Design
Outcomes
• A full visual system built to scale across truck, signage, digital, and packaging.
• Iconic mascot and type-driven logo for maximum curb appeal.
• Playful, high-contrast designs that spark engagement online and off.
• A full visual system built to scale across truck, signage, digital, and packaging.
• Iconic mascot and type-driven logo for maximum curb appeal.
• Playful, high-contrast designs that spark engagement online and off.
Logo Suite
The logo combines a chunky custom wordmark with a fiery egg roll mascot that signals flavor and energy at a glance. Built with multiple lockups for flexible use across truck panels, packaging, and social content.
The logo combines a chunky custom wordmark with a fiery egg roll mascot that signals flavor and energy at a glance. Built with multiple lockups for flexible use across truck panels, packaging, and social content.
Color + Type System
A bold, high-contrast palette balances craveable warmth (Crunch, Chili, Sesame) with confident pops of cool (Jade, Scallion, Midnight). Strong, friendly typefaces—Paytone One, Inter, and Bebas Neue—keep everything readable and high-impact on truck exteriors and menus.
A bold, high-contrast palette balances craveable warmth (Crunch, Chili, Sesame) with confident pops of cool (Jade, Scallion, Midnight). Strong, friendly typefaces—Paytone One, Inter, and Bebas Neue—keep everything readable and high-impact on truck exteriors and menus.
Icons + Pattern
Custom icons highlight flavor cues, allergens, and menu categories, while the pattern ties everything together, combining the mascot, flame, and logo for instant brand recognition across paper goods, apparel, and wraps.
Custom icons highlight flavor cues, allergens, and menu categories, while the pattern ties everything together, combining the mascot, flame, and logo for instant brand recognition across paper goods, apparel, and wraps.
Applications
The identity comes to life across every touchpoint. From the bold, mascot-driven truck wrap built for instant recognition to playful signage and modular menus designed for visibility after dark. Illustrated packaging and cheeky merch extend the same vibrant energy, keeping the brand cohesive, craveable, and unmistakably Wok n’ Roll.
The identity comes to life across every touchpoint. From the bold, mascot-driven truck wrap built for instant recognition to playful signage and modular menus designed for visibility after dark. Illustrated packaging and cheeky merch extend the same vibrant energy, keeping the brand cohesive, craveable, and unmistakably Wok n’ Roll.
Process
Challenge
Build a brand that communicates “hot, fresh, and fun” while standing out in a crowded food truck scene, especially after dark.
Build a brand that communicates “hot, fresh, and fun” while standing out in a crowded food truck scene, especially after dark.
Approach
Design a bold mascot-led logo system and pair it with a saturated, high-contrast color palette built for visibility. Create custom icons, flavor cues, and background patterns to extend the visual language across trays, menus, and merch. Write cheeky copy to match the brand’s voice and late-night vibe.
Design a bold mascot-led logo system and pair it with a saturated, high-contrast color palette built for visibility. Create custom icons, flavor cues, and background patterns to extend the visual language across trays, menus, and merch. Write cheeky copy to match the brand’s voice and late-night vibe.
Result
A full brand kit and visual identity that turns takeout favorites into craveable, carryable food truck staples-with Big Roll Energy to spare.
A full brand kit and visual identity that turns takeout favorites into craveable, carryable food truck staples-with Big Roll Energy to spare.
Credits
Solo project
Solo project
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