VISUAL IDENTITY CASE STUDY
Trolley Eats Virtual Food Hall
SCOPE OF WORK
Logo Design / Visual Identity / Packaging / Print and Digital Collateral / E-commerce Website Design / Custom Illustrations / Social Media & PPC Design
This project included logo and identity development for multiple restaurant concepts. A total of 7 logos were created as part of the Trolley Eats concept.
TROLLEY EATS FOOD HALL
WE'VE GOT WHAT YOU CRAVE
Trolley Eats Virtual Food Hall is one of the first online restaurant concepts to open in Richmond, Virginia.
Owned and operated by Trolley Hospitality Companies (THC), the Trolley Eats concept was developed to meet the changing needs of customers and business during the pandemic. THC operates multiple food and beverage businesses across Central Virginia and, like most in the food and beverage industry during the pandemic, were acting quickly to create solutions. Trolley Eats would live entirely online, giving customers more variety and options from one source when ordering for families or large groups.
One of the challenges realized was when customers ordered through any of the main delivery apps or services, they couldn’t select delivery from more than one restaurant. If wanting to feed a large family and please everyone, that could mean multiple orders and delivery fees. Trolley Eats provided a solution by offering multiple restaurant menus to include on one order.
The Opportunity
This project delivered several creative opportunities that fell outside standard brand identity creation. Create multiple brands within a brand that were individually appealing with a goal of attracting customers.
Design and develop an E-Commerce website built around UI/UX principles that organized and featured multiple restaurants and menus.
The Result
Trolley Eats was intended to be a temporary solution during a challenging environment, however, the menus offered variety and were a hit. Trolley Eats received multiple positive customer reviews in a short period of time.
Due to the opportunities the concept provided for expansion, THC decided to convert the food hall into the corporate dining program offered through their refreshments provider, Trolley House Refreshments.
Logo Ideation
Initially, the food hall was given a different name. I went through two ideation processes to reach the final logo.
Logo, Badge, and Icons
Typography and Color Palette
Logo Designs
RESTAURANT CONCEPTS
Trolley Eats featured multiple restaurant menus. This project carried a total of 7 new restaurant concepts and logo designs. Once each new concept was decided upon and a name chosen, I created logo’s for each. Instead of creating logo’s that represented each restaurant as well as Trolley Eats (matching), to accurately represent each restaurant, I felt it important that each had it’s own identity. This served a second purpose that supported possible growth.
Because Trolley Eats was developed to provide a temporary solution during the pandemic, creating identities for each restaurant allowed the possibility for that concept to grow on its own, even convert into a brick and mortar location in the future.
Infographic
Hover to scroll
Print & Digital Collateral
Print design needs were minimal for Trolley Eats, however, downloadable manuals and menus were print ready as well. I developed a total of 4 Safety Protocol Manuals for all brands under the parent company. I also created menu flyers as well as a promotional mailer.
Virtual Map
Per usual, I had several ideas during the development process. Since Trolley Eats was exclusively an online food hall, I created a graphic that presented as a fantasy location map you could tour. New concepts were in the process of being added, the construction represented growth and new options. A fun asset for a fun concept.
E-commerce Website
The website was developed on WordPress. At first, we were working with an external digital agency but faced some challenges in execution of requests and meeting deadlines. One month prior to launch, I took over the design and development to successfully meet the launch date. Click the link to view the website case study.
