Fueled by my passion for motorsports, Box Box is a racing-inspired drinks truck, and the influence shows in nearly every aspect of its branding. The term "box box" comes from the call to make a pit stop in Formula One. The tire-shaped juice boxes in the logo is a play on this concept. Throughout the creation of this branding, I struggled with the red becoming overpowering. Further, though I wanted gray asphalt in the background, it couldn't be too dark and blend with the black, or become too similar to the yellow and red. Overall, I believe I found the right balance in the color palette.
Touchpoint Designs
Presentation Poster
Refinement Process: