In Luxembourg, it takes a while for some overseas trends to pop up, but when they eventually do, everyone gets excited. As we know, the food trucks are one of those, and they are definitely having a moment!
Of course, David and I are more than happy about it. Back when we travelled to Portland, we found out about this awesome food concept, as this west coast city was flooded by them (little did we know, we had actually landed in a food truck mecca!). It is deliciously genius: tasty, creative, affordable food on wheels. A win-win situation for both the foodie and the maker, opening a whole new chapter in food history and proving that opening a restaurant isn’t the only option for a successful culinary adventure. A few years later, we heard of the first people who got inspired to bring this controversial idea to Luxembourg. It seemed to work, as we’ve been hearing of plenty of those mobile food concepts opening one after the other.
A couple of months ago, the “expected yet exciting” happened. We saw the announcement of a Street Food Festival in Luxembourg, that was going to happen at our favourite cultural spot, the Rotondes. It was going to celebrate not only food trucks, but street food in general. A perfect place to be for foodies like ourselves! I think that from the moment it was announced on Facebook, it became the victim of its success: everyone in the country seemed to want to attend this event. Literally everyone.
Then, just a few weeks later, as we were travelling around south Europe and got lost in a little spanish town, I opened my laptop and saw a little email that made our day. We were asked if we were interested to design the identity of this same festival. I don’t quite remember my exact reaction but I’m sure it involved some squealing and jumping. Needless to say, we were totally excited about this and couldn’t wait to meet up and start working on it.
We instantly came up with loads of ideas but they all seemed to lead to the same place. It had been a while that I had not experimented with illustration within a graphic identity, and I thought this would be an excellent opportunity to do that. This time, I really felt like I needed to draw some food. Lots of it. Enough to create whimsical food patterns and get lost in them. In the same way, all roads brought us to creating hand lettering for the logo itself. In our heads, it had to be something unique, not rigid, something playful and with bold curvy edges, almost soft, like…food! Adding a roughed-up watercolour texture within it was the little imperfect detail that made it messy to fit the purpose.
As a creative, I think it’s really important to work in circumstances that allow freedom and where you feel that you are trusted to just “go for it”. It is not always easy to achieve this, but the lovely people from Rotondes were so great at it. Despite having to work on very tight deadlines, everything went very smoothly. It was fun and it allowed us to really do some things we have been wanting to do for a long time! So much to appreciate in that.
We were quite happy with the way this creative interpretation looked overall, on the posters, flyers and visuals we designed for it. The logo also looked super cool on chalkboards. We had a tiny “mindblock“(oops) when designing the map, but hopefully it will get better next time!
The day of the festival itself was not to be missed, of course. It’s funny how we had thought of creating a “food chaos” in our illustrations, because this is actually what happened in real life, right there. So many people attended, it was filled to the brim. Almost 10.000 of them. There were happy people, but also hungry, angry (hangry?), fed up people which lost their patience in this foodie jungle. Personally, knowing how much work was put into this festival by the people who organised it made us appreciate it though. It was the first time, so it wasn’t set for perfection anyway. But it sure created an impact. There were moments where it all felt like being in an alternative city like Berlin. Honestly, I really admire all the effort that goes behind this, and I truly believe that such events will keep making Luxembourg a cooler place. We are pretty proud of being part of it!