Postcard Foods needs a playful and nostalgic logo to attract travelers

Postcard Foods

Postcard Foods offers globally inspired food to locals and visitors through their personalized eye-catching food trailer off I-70. They're looking for a design that has a recognizable shape, and evokes the nostalgia of a mid-century American road trip. While based in the Rocky mountains which is a big part of our current business concept, the logo shouldn't be too screamingly mountain-themed, as our business might be expanded to other vacation destinations later on. Subtle nods are preferred.

Because the users will interact with the Postcard Foods logo either from their phones, or literally seeing it as they drive down the main drag of a small mountain town, the logo should be bold, clean, and iconic.

Our food trailer will offer ready-to-eat food on-site, but its focus will be on refrigerated take-home casseroles and soups to be eaten during ones vacation, as an alternative to being stuck each night eating at expensive and inconvenient restaurants, or having to do ones own food shopping and cooking.

Our dishes are named for their area of origin (e.g. Tel Aviv tahini panini), are made from clean, wholesome ingredients, and are allergen and food sensitivity friendly.

The trailer aims to evolve into a more permanent brick-and-mortar food market and cafe that will continue to offer diverse prepared foods, as well as smoothies and groceries. Once this secondary stage has proven to be successful, the goal is to pursue additional distribution channels to get on the shelves of established grocers in the Rockies.

Two-color max, not including black, white, or outlines

What differentiates us from our competitors?

Postcard Foods offers fresh, ready-made meals that are diverse in origin and transparent in ingredients to conscious customers so they can avoid the hassle of traditional grocery stores and the high cost of restaurants, giving them more time to explore the mountains.

What Postcard Foods represents...

Postcard Foods is the sort of outpost that draws you in with its garish, adventurous, nostalgic charm, and calls you back whenever you’re curious for something new. Maybe you’re passing through to somewhere extreme, or heading home from a long one, the takeaway from Postcard Foods makes dinnertime
Postcard Foods is a throwback to a simpler time, when friends would simply get into the car and start cruising west. It's the out there, largest twine ball in the world, roadside attraction that you ironically send a postcard home to your friends about to show what a weird place this country can be at its far ends.

What kind of vehicle would Postcard Foods be?

Postcard Foods isn't necessarily American, but it's definitely Americana. It's strong, well built, and proud of its quality. If Postcard Foods was a piece of heavy mining machinery, it would have PROUDLY FORGED IN IDAHO SPRINGS, COLORADO raised in steel letters, front and center
Postcard Foods is well constructed but each edge and corner is created artistically and thoughtfully like an Airstream trailer. It’s functional, but great pains have been taken by designers to remind you that it’s something you’ll be proud to have in your driveway.

Postcard Food is thoughtful enough to ask how your mother’s doing...

Dinner has gotten complicated. Maybe you’ve searched 17 google reviews for that one everyone liked just to find out they don’t have a table big enough for your party. Maybe you’re the only vegan on a weekend ski trip with all Paleo cross fitters. Maybe you’re just tired of eating leftovers of the boring boxed mac and cheese your kids eat every night. What separates us from our competitors is the way we value your life and that you should enjoy spending it with a delicious dinner that’s inspired and inspiring and reminds you of that trip you’ve been dying to go on once all of the kids are done with high school and your partner isn’t working so hard. Our foods value your enjoyment because we give our customers more time to enjoy the mountains by spending less time thinking about meals. We’re different from what else is out there because we encourage you to bring our traveler inspired dishes home to enjoy without the hassle of cooking and the prices of takeout.

What will we never compromise?
Transparency of our ingredients and the customer service that allows us to send every guest away with something they’ll savor.

What are the tangible components of Postcard Foods?
An environment that is bright, nostalgic and adventurous. Packaging that is environmentally conscious, colorful, easy-to-understand. Food that is evocative of a faraway or familiar place.

Our beliefs and personality
Exploration - We value exploration because we know that’s what brought us out here and that’s what brought you out here and that’s what brought us all together.
Honesty - Postcard Foods believes strongly that your food should be thoughtfully sourced from clean-label ingredients, and packaged smart to minimized our footprint in the mountains
Convenience - We know you’re not here to run errands, so leave the meal-planning, shopping and cooking to us.
Sharing - Postcard Foods recognizes that you're here to spend time with each other, not waiting by the maître d' with a light-up coaster. It knows that communal dining will never go out of style, and promotes you to spend time with your friends and family around a warm fire and a cold beer

Slogan
Meals, for more time in the mountains

What is our messaging tone?
Nostalgically optimistic - We love learning and tasting flavors from all over the world. We reminisce for a time of road travel and marvel at the ease of posting a moment to social media. Even if we don’t quite understand how it works, we love the idea of connecting through sharing of adventure stories and photos.

Approachable - Maybe we’re offering something you’ve never heard of before, but you know we have a willingness hear questions and an enthusiasm to educate our customers. We want to hear where you’re from, where you’ve been, where you’d like to go, and what delicious food you’ve had found along the way.

Maternal - Postcard Foods asks how things have been with the family. They're familiar and caring, they remember your name, and they want to make sure you're fed before heading out for the day