2024 GDUSA Award Winner: Logo Design for Cutie Patootie
For Cutie Patootie, a Pensacola-based charcuterie food truck, we created an award-winning logo and a midcentury-inspired brand identity. Featuring bold overlays, varied stroke widths, and over 30 hand-drawn food illustrations, the design system extends across the truck wrap, menus, and printed materials—built to turn heads at events and on the street.
Jesse set out to launch Cutie Patootie, a Pensacola-based food truck celebrating the craft of sandwich-making and charcuterie. The concept was strong, but the business had no visual identity—no logo, no menus, no cohesive look. In a competitive, year-round food truck market, they needed standout food truck branding, a bold vehicle wrap design, and a system flexible enough to grow with them. Just as important, the brand needed to be built with practical assets—templates, typography, and custom graphics—that the client could carry forward on their own.
The goal was to create a full brand identity that the family behind Cutie Patootie would be proud to grow with—something fun, memorable, and unmistakably theirs. The project called for a playful logo, a charming brand mascot, and a bold food truck design that would stand out on the streets of Pensacola. Every element—from typography to iconography—had to work hard across print, digital, and physical formats, setting the tone for everything from menus to merchandise.
Graphic designer and illustrator leading bran strategy, logo design, and over 30 custom illustrations. Acted as a thought partner and advised on midcentury design best practices.
We collaborated closely with the client, sharing Pinterest boards, exchanging outside references, and diving into the heart of the business. That partnership helped shape a distinctive visual identity grounded in their original vision.
We went through two main rounds of revisions to finalize a logo layout that worked across three distinct formats. During the food truck design phase, we made additional tweaks to ensure the logo displayed cleanly at scale and on mobile devices.
The lettering draws from mid-century design, using a mix of typefaces—a common stylistic choice of the era. This created a nostalgic, yet modern look that felt approachable and unique to the brand.
We explored several production techniques including hand lettering, partial vinyl graphics, and neon signage. Ultimately, we executed a full vinyl wrap to deliver a clean, eye-catching presence on the street.
We created original illustrations that reflected the truck’s offerings—fresh cheeses, gourmet sandwiches, and finely crafted products—using bold lines, color overlays, and gestural strokes to tie everything back to the brand’s energetic visual language.
