A laid-back identity with a chef-driven point of view, created for Chef Alla Rockwell’s mobile kitchen in Malibu, California. Located just off PCH, Rockwell Kitchen serves high-quality food made with locally and sustainably sourced ingredients, bringing an casual but refined sensibility to the relaxed culture of the California coast.
The primary mark pairs a vintage-inspired illustration of the Rockwell Kitchen truck with hand-drawn, intentionally imperfect letterforms. The result is playful and unpolished in all the right ways—capturing the spontaneity of a beachside food stop within a clean, minimal visual system.
The identity rolls out across every touchpoint, from to-go packaging and coffee sleeves to social graphics and a full range of branded apparel. Custom illustrations and a truck wrap extend the visual language into the physical space, while a modular digital menu allows the team to update offerings throughout the day as items sell out.
Graphic elements and art direction were also developed for photography and the Rockwell Kitchen website, creating a cohesive brand experience both on and offline.
Web design: Lee Martinez
