Uncle Doc’s ®
Brand Identity
Glenelg, South Australia
Started with a young entrepreneurial spirit, Uncle Doc's is an Australian owned business. Uncle Docs’s continuous dedication to innovating new ways to serve the most favourite soul food, came up with the idea of taking fantastic menus outdoors that best fits the crowd. At the same time contributing to the vibrancy of the City of Adelaide.
Design Challenge
How do we do a bolder, better and simpler brand identity refresh for Uncle Doc’s?
Ideation
Reflecting Uncle Doc's origin, their new brand identity represents the brand's humble beginnings – food truck. The logo shows the the food truck's shape, as Uncle Doc's has now parked and opened their first physical shop in Glenelg, South Australia.
At the core of their beliefs is strong family bond. Uncle Doc's encourages people to value time with family through eating together.
This core value is translated in the identity. While the shape is a silhouette of the food truck, it is also similar to a roof and it houses a clean and modern typography, creating a warm yet eye-catching brand.
