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Project :
Thym & Laurier
Brand guidelines development for a food truck promoting friendliness and a taste for simple things
Role : Graphic designer
Tools : Adobe Creative Suite
Year : 2025
Project :
Thym & Laurier
Brand guidelines development for a food truck promoting friendliness and a taste for simple things
Role : Graphic designer
Tools : Adobe Creative Suite
Year : 2025
Overview & Audience
The brief
Thym & Laurier is a food truck project offering friendly, home-cooked, seasonal cuisine inspired by family recipes.
Target audience: office workers and students looking for a healthy, quick, and affordable lunch break.
Core values: authenticity, local freshness, home-made quality, eco-responsibility.
The visual challenge
Creating a warm and modern visual identity that evokes home-cooked freshness and a passion for simple things, while remaining approachable.
Exploration
Design Intent
The goal was to visually root the project in the warm and authentic world of home cooking. I explored a design direction based on hand-drawn illustrations to convey a human, craft-led feel.
My research focused on two core pillars. First, a botanical and aromatic theme to reflect the freshness of raw ingredients like thyme, bay leaves, or seasonal vegetables. Second, touch and texture, prioritising pencil strokes and cursive typography that echo family recipe cards and the simplicity of home-cooked food.
From concept to execution
Implementation
The visual identity takes shape around a warm, appetizing colour palette: two herbal green shades as a direct nod to thyme and bay leaves, accompanied by a vibrant orange accent for energy, reminiscent of simple ingredients like carrots.
The brand is expressed through two visual pillars. First, signature typography featuring a handwritten-style logo to emphasize proximity, warmth, and a home-made spirit. Second, an illustration system with a custom pattern built around the culinary world (cooking pots, chef hats, utensils), designed to adorn packaging and secondary collaterals.
Project impact
This visual identity enables Thym & Laurier to stand out instantly from traditional food trucks through a strong, cohesive, and memorable brand image. The contrast between raw, hand-drawn illustrations and a modern colour palette strengthens the concept’s credibility with its target audience.
The project fulfilled two strategic objectives. First, a seamless brand experience: from packaging to online presence, the visual identity inspires trust and appeal at first glance. Second, a clear positioning: the brand guidelines instantly communicate promises of freshness, home cooking, and affordability—turning a quick meal on the go into a truly welcoming break.