Eddie's Deli
Coffs Harbour, Australia


Eddie's Deli is a food truck based on the east coast of Australia. The visual identity is an homage to the traditional deli with a modern take. We use intentionally stretched logo's, stylized motion, and food cut-outs to help with systemic flexibility. The design system is grounded in an earthy color palette, hypnotic visuals and cheeky taglines.

Individual foods are used to express the visual design system.

Vinyl Wrap for the food truck. Posters, and Signboard.

T-shirts, dad hats, and totes totes totes.

Social Media with systemic application.

The food trucks offering is predominantly toasted sandwiches so we dissected that food offering and broke out individual food groups to help form one base of the visual system. "Toasty" the mascot is the brand advocate and is used to help liven the brand's personality. The logotype and toasty are both custom drawn and uniquely 1-of-1's for Eddie's Deli food truck.