MEKANICA SUPPLY
INSTRUCTOR
RODD WHITNEY
BRANDING
ILLUSTRATION
ELEMENTS
Over the course of a semester, I dedicated myself to shaping the brand identity of a theoretical restaurant. While I initially explored various restaurant concepts, I was also presented with the option to develop a food-centric subscription service. It was within this realm that I sought to go beyond mere service provision, aiming instead to craft an enchanting realm of culinary imagination.
Mekanica Supply introduces an imaginative snack subscription service where reality meets fiction. Within the vibrant universe of Mekanica Supply, blending magic and robotics, community is paramount. Subscribers embark on a monthly journey, receiving a curated selection of global snacks accompanied by themed postcards and trading cards. These cards not only detail the treats but also unveil the captivating narrative of Mekanica Supply. This innovative concept seamlessly merges food and storytelling, fostering a collaborative experience among subscribers.
When crafting advertisements, I opted for an illustrative approach, highlighting key elements of the fictional universe to convey its essence. For the slogans, my aim was twofold: to emphasize the product's core attributes while offering a glimpse into the thematic essence of the universe it embodies.
When creating the logo, I initially explored symbolic designs. However, after several iterations, I opted for a letterform approach to best represent the core identity of the brand.
Given the nature of this snack-subscription service, attention to environmental elements was paramount. Packaging was crafted in tin boxes adorned with intricate printed designs, while a standardized uniform was conceptualized for delivery personnel. However, it was the delivery van that offered the greatest canvas for creativity. Employing a dual-tone color scheme, coupled with strategic patterns and placements, I aimed to maximize its visual impact and distinctiveness.
Given the service's narrative focus intertwined with food, I opted to utilize both postcards and trading cards as storytelling mediums. For the trading cards, I crafted illustrative images, seamlessly integrating snacks into fictional scenes tied to the universe. As for the postcards, I saw them as an opportunity to convey each month's theme, featuring a lore entry on the back to encapsulate the essence of the box's main concept.
With a desire to fully develop the fictional universe, I dedicated myself to illustrating additional content to provide a richer understanding of what lay ahead. Furthermore, I crafted unique patterns to serve as visual motifs, each representing specific lands within the world. These patterns not only added depth to the universe but also guided the design of the service's cards, ensuring coherence and immersion.
