Wheelhaus

Wheelhaus was a branding project that focused on reinvigorating take-out delivery services. Not only can you order delicious food, but it has a fun gimmick to go along with eating. For this project, my group choose to focus on a German theme restaurant that would deliver authentic German food as well as German games and activities. It would be a German restaurant that sells a ton of local Philly beers and then the packaging itself provides rules for a German game. The restaurant then drives a vintage beer truck around the town to deliver your food.

Drafting

I began this project by exploring typefaces and trying to discover a style that best represents the German heritage. I began to look at Blackletter typefaces as that specific style is what is used on many German designs today. I then began to play with the text, moving it around to try and see if anything would stick.

Final Logo

For my second draft, I wanted to encompass more of the car design and begin to shape that. I decided to shape it as a classic pickup truck hauling beer barrels on the back. My final draft of this logo was an illustration design, adding a line-width outside of the type and giving the logo a maroon color that matches the website.

Packaging

Another option I wanted to explore was branding for the delivery vehicle. Because the car was such an important element in the overall design of the logo and the business model; being a specialty delivery service. I began to design the car by taking a classic car and making a wrap that is similar to the branding on the package and website.