SOUL EXPRESS

A set RSVP cards with a green leafy design and white handwritten text that reads "Soul Express".

PROJECT OVERVIEW

THIS PROJECT INVOLVED THE IDEATION OF A CONCEPT AND VISUAL IDENTITY FOR A COLLABORATION WITH A RANDOMLY ASSIGNED WORLD RENOWNED CHEF AND AN AIRLINE OR TRAINLINE. THE BRIEF ASSIGNED A TYPEFACE TO USE AS OUR PRIMARY TYPE FOR ALL DESIGNED ITEMS. THE GOAL IS TO REDEFINE TRAVEL DINING WITH HAUTE CUISINE, REPLACING STANDARD MEALS WITH AN EXCEPTIONAL EXPERIENCE. THE BRIEF ASKED FOR MULTIPLE DELIVERABLES SUCH AS A VEHICLE LIVER, A TICKET, MENU AND SOUVENIR.

BRAND IDENTITY
2023

PROJECT CONCEPT

I RECEIVED MASSIMO BOTTURA, AN ITALIAN CHEF AND JOANNA REGULAR AS THE TYPEFACE. THE EVENT TOOK PLACE ON A TRAIN, FOLLOWING THE LIFE OF MASSIMO BOTTURA IN ITALY, HELPING
THE NAME ‘SOUL EXPRESS’ COME TO LIFE. I HAND ILLUSTRATED THE DECORATIVE BORDER FOR
THE MENU AND ADDITIONAL DINING CARDS. THE DESIGN INCLUDES PAINT SPLASHES, TAKING INSPIRATION FROM THE SAUCE SLASHES MASSIMO BOTTURA WAS FAMOUS FOR. I ADDED
FLORALS AS THIS IS A POPULAR GARNISH FOR BOTTURA, I LATE CREATED A HAND-LETTERING
TYPE TO PAIR WITH JOANNA.

Restaurant menu titled 'Soul Express' with sections for Starters, Main Courses, and Desserts, decorated with green leafy border and calligraphy-style text.
Sign reading "Soul Express" hosted by Massimo Bottura against a green leafy background.
Recipe card with a dark green leafy background titled 'Take me home!' with cooking instructions and ingredients for a pasta dish.
Simple black background with a white star-shaped sparkle in the center and a thin horizontal line across the image.

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