I designed the artwork for a new business, a food truck that caters for young professionals.
The brief was clear and simple:

Brand Brief: “Claas Claaßen”

Industry

• Gastronomy, specializing in fish snacks
• Fast food/quick service and street food

Company Status

• Start-up, not yet established
• Team size: 3–5 employees
• Location: Northern Germany, North Sea Coast
• Operational model: Mobile food truck (no fixed restaurant location)

Services

• Mobile quick-service and street food
• Customizable fish burgers with a variety of options:
  • Components: buns, salad, sauce, vegetables, fish, sides
  • Signature offering: homemade fries
• Focus on fresh, on-site preparation using organic products
• Available for bookings at events and private functions

Target Audience

• Gender-inclusive (m/w/d)
• Singles and families
• Tourists and locals
• Primary focus on a younger audience with limited income

Brand Image

• Hip, fresh, and healthy
• Fair practices: sustainable fishing, organic ingredients
• Affordable alternative to:
  • Expensive fish restaurants
  • Poorly made fish rolls
  • Standard Asian or Turkish fast food options
• Young and trendy sales staff reinforcing the modern image

Flyer Development Objective

Create a 6-page flyer to promote the business. The flyer should:

1. Highlight the unique concept of customizable fish burgers and fresh, organic ingredients.
2. Emphasize the mobile, flexible nature of the food truck, making it ideal for events and street food fairs.
3. Showcase the youthful, hip branding with appealing visuals that resonate with the target demographic.
4. Communicate the brand’s commitment to sustainability and fair practices.
5. Differentiate the brand from competitors in the market (e.g., expensive fish restaurants or low-quality options).
6. Include clear contact information and event booking options.

This was my solution