Why I Chose to Design a Graphic for a Vegan Street Food Franchise (The Vegitable) with a Mexican Theme

Introduction

I decided to create a design for a vegan restaurant street food with a Mexican concept for my final project. For me, it was a combination of my love for graphic design, my passion for promoting healthy eating, and an admiration for the Mexican culture. The assessment evaluates the processes of ideation, the trials and tribulations, the research that directed my project in addition to the outcomes and lessons that this journey has thought me.

Experiments and Research

Initial Experiments

For the first phase of project, I researched several themes for the street food franchise. And that was mixed with Asian, European, and Mexican. All of which was a drawn, mood boards, sample logos, colour palettes for each experiment. I went to friends and potential clients, ran surveys & feedback to find out what topics are most popular.

Supporting the Work

Here are some of the results of the survey that contributed to my decision in the end. I mocked up poster designs for three target areas around the globe that I thought would give the best fit with the street food message. I made them logos and deliverables that were the same logos and deliverables, only in Japanese, Mexican, and European stylings so they could pick which one they wanted. The lively, fund and celebrating moment allow the Mexican theme score getting a top score at each time. I also looked at recent trends in the vegan food market. Research indicates that there is a demand for such products which are both vegan and have strong, unique flavours... therefore the choice was to launch a Mexican theme.

Helpful Research

I also did a lot of research on Mexican culture and ingredients. I wanted to ensure I researched the backgrounds, the meanings and the past of the Mexican sauces as well as the Mexican desserts that preceded the culture required for numerous recipes and the cultural background behind popular logo's. This study ensured that my design was critical and relevant to the culture it reflected.

Cultural and Market Research

I decided to look at the historic and sociological elements of Mexican street food to better understand how the street food culture has grown in mexico and why it holds such an important place in the everyday lives of locals. The study helped provide an important foundation for design that was both visually stunning and culturally resonant. Furthermore, I investigated market trends in vegan food industry to discover an avenue for differentiation and creativeness.

Experimentation and Results

Completed Experiments

Throughout the project, I experimented with different design elements including typography, colour schemes, and graphic styles. I aimed to capture the essence of Mexican street food while maintaining a modern and appealing aesthetic for a vegan audience.

Successes and Mistakes

Typography: I experimented with various fonts, eventually settling on a combination of bold, hand-drawn typefaces that conveyed the rustic charm of street food stalls. This was successful as it resonated well with the target audience.

​

Colour Schemes: I had chosen far too bright colours and this clashed too much which made the design too busy. The soft but still vivid tones proved to give a balanced and welcoming set of colours.

Curious, I read about the historical and sociological grounds of Mexican street food and the evolution of the street culture food in Mexico and the cultural significance street food plays in the daily life of Mexicans. This research was instrumental in creating a non-candy-corn-like defense, instead of a taco-ready tecleno-centric mindset. Also, I did not stop to study the market trends within vegan food, just to see if I could differentiate and innovate.

Rectifying Mistakes

Mistakes were primarily rectified through iterative design processes. Each iteration was tested with sample groups for feedback, allowing me to refine and enhance the design progressively. Peer reviews and mentorship from my design instructor also provided critical insights that helped steer the project in the right direction.

Iterative Design Process

The iterative design process was critical. Each stage entailed developing prototypes, soliciting input, and making changes. This method demonstrated the significance of flexibility and responsiveness in design. For example, original attempts to incorporate traditional Mexican patterns were too intricate for appropriate usage in a logo, necessitating a simplification that preserved cultural features while maintaining clarity.
Ideation Process

Origin of Ideas

My ideas began with brainstorming sessions where I listed various themes and sketched initial concepts. I was particularly inspired by my travels and culinary experiences, which influenced my inclination towards a street food theme.

Selection and Rejection of Ideas

Chosen Ideas: I picked Mexican because of the colourful culture, all the yummy foodie wonders, and the abundance of vegan mexican recipes. She chose to build of traditional Mexican themes such as sugar skulls, cacti, and bright patterns due to her own fondness for them visually, and significance culturally.

Alternative Ideas: Further themes rejected over fear of not appealing to people, or not being unique enough. Therefore, even though the Asian theme was once a popular one, it was not as colorful to look at or easy to convert into a vegan meal as the Mexican theme was. ​

Final Idea Evaluation

Assessment of Final Idea

I am quite satisfied with the final design. The Mexican-themed graphic for the vegan street food franchise achieved its goal of being visually appealing, culturally respectful, and effectively communicating the brand's identity.

Expectations vs. Reality

While the final design met most of my expectations, there were areas for improvement:

Cultural Nuances: Despite thorough research, some feedback suggested that certain cultural elements could have been more accurately represented.

​

User Engagement: The interactive elements of the design, such as social media graphics, could have been more innovative and engaging.

Unresolved Issues

Some issues went unresolved due to constraints in time and resources. For example more user testing would give us more insights on how to refine our interactive components.

Refining the Design

Looking back, I believe even more iteration based on user testing and feedback could have helped improve it further. Speaking to a wider community, say Mexican people, could have given a better understanding of the cultural representation. Also, working with a vegan cuisine expert could definitely have helped the thematic elements of the design too!

Learnings and Self-Reflection

Project Learnings

This was big learning to me in itself. Key takeaways include:

Why Research is important: Proper research is essential to form culturally relevant and representative designs

Iteration: Designing based on continuous feedback and making iterative improvements is necessary for sharpening your design.

Artistic vs Practical: A careful combination of conveying the creative spirit and the utility.

Strengths and Areas for Improvement

Strengths: I succeeded at generating visually appealing and unified designs that spoke to the target audience. My capacity to adjust to feedback was also a strong suit.

Areas for Improvement: I need to better manage project timelines to ensure that all parts are completely tested and improved. Another area where I can improve is my ability to create dynamic and compelling digital material.

Advice for Future Projects

If I were to start this project again, I would advise myself to:

Start Research Early: Begin cultural and market research as early as possible to inform the design process.

Prioritize User Testing: Allocate more time and resources to user testing and feedback iterations.

Stay Flexible: Be open to pivoting design elements based on feedback and new insights.

Collaboration and Feedback

One of the most valuable aspects of the project was the feedback received from peers and mentors. Collaborative critiques provided diverse perspectives that enriched the design process. If starting over, I would seek more collaborative opportunities, including focus groups with potential customers and consultations with cultural experts.