Complete re-brand for renown Chef Alla Rockwell’s latest venture - Rockwell Kitchen. This custom-built mobile kitchen creates high-quality, locally and sustainably sourced food in Malibu, California. Located just off the beach on PCH, this visual identity was inspired by relaxed California coastal vibes and caters to local surfers and beach-goers alike.

The primary logo features a vintage-style illustration of the Rockwell Kitchen truck paired with hand-illustrated, purposely imperfect letterforms to speak to the casual vibe of the brand, while keeping a distinctly minimal look and feel.

The branding was rolled out across all products and platforms, including to-go containers, coffee sleeves, social media graphics, and a full line of branded apparel. Additional illustrations and a custom truck wrap were also designed for the kitchen’s exterior, while a modular, digital menu template allows for updates on-the-go as items sell out throughout the day.

Graphic elements and general Art Direction were also provided for photography and the Rockwell Kitchen website. (Web design: Lee Martinez)