Watson Vegan Truck: A Fusion of Fast Food and Premium Design

Donvoan Bernini's Award-Winning Visual Identity for a Vegan Food Truck

The Watson Vegan Truck is named in honor of Donald Watson, the founder of the Vegan Society in 1944. The truck's menu features vegan burgers named after historical figures who adopted a vegan lifestyle, catering to vegan and flexible consumers. The design's unique properties lie in its successful fusion of fast food trends with the graphic codes of premium products, all while maintaining a craft aspect through the use of a corporate font in capital letters.

Bernini's design was realized using food packaging materials such as cardboard, paper, and stickers. The dominant pastel green color and refined graphic design serve to highlight the truck's organic and premium certification goals. The design was created in Lausanne, Switzerland, over a period of seven days in 2016.

The design process involved extensive research carried out during food truck festivals. This research focused on the culinary identity of food trucks, which often offer a small selection of dishes. Some trucks also sell their own products, such as tapenades, beers, and local products, blending the roles of restaurant and sales stand.

One of the main challenges Bernini faced was blending the trends of fast food, closely linked to burgers, with the graphic codes of premium products. The solution was to create a unique corporate font in capital letters, giving the design a craft aspect. This innovative approach to design earned the Watson Vegan Truck the Silver A' Graphics, Illustration and Visual Communication Design Award in 2018.

Donvoan Bernini holds the copyright for the Watson Vegan Truck design, including all photography. The Silver A' Design Award is given to designs that demonstrate outstanding expertise and innovation, strong technical characteristics, splendid artistic skill, and a remarkable level of excellence. The Watson Vegan Truck certainly fits this description, offering a unique and engaging visual identity for a vegan food truck.