PB&J Food Truck Logo

The client, two food truck co-owners from the US who aim to start their business in Australia, wanted their main logo to primarily showcase their food's American style and playful flair. They serve classic American diner food with the special addition of peanut butter and jelly specialties (as PB&J is somewhat foreign to Australia), especially the (semi-)titular 'jambo': a deep fried PB&J, similar to a jelly donut.

We went with a cowboy motif to showcase the 'american-ness' of it, the county fair-style of cooking (deep frying). The center character is the jambo itself, and the 'bros' flanking it are the two young men who run the business. We kept the colors bright and the characters round and bouncy, playing off the roundness of the real-life jambo. The combination of golden age, rubberhose-cartoon art with rustic cowboy styling keeps it homey, but the bright, bold, modern color scheme makes it hip. The images included here are jpgs of vector art.