Something Fishy is a food truck start-up based out of Pune, India. The food truck specializes in incorporating sea food with fast food, and hence, the client wanted an identity that did just that.

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The identity incorporated a burger to complete an image of a fish, thus depicting both sea food and fast food. The illustration was made in a fun vector style with simple accents to give a slight 3D feel. The visual style chosen was bright and fun, coupled with a playful yet bold font to appeal to the trucks target audience of people between the ages of 16-35. Orange was further used as the dominant colour as it is a colour closely associated with food and hunger and would help invoke the feelings of relish and building appetites.