ITIHELA TRUCK
THE BRAND
Between the Jerusalem hills and pine trees, Itiela’s truck stands quietly. Itiela Hyatt, known from the reality show MasterChef, created her intimate food truck. Pastries are baked with care using high quality Israeli locally sourced ingredients. Open on Fridays only, it creates a pastoral gathering of people, food, and family atmosphere.
Client
Ithiela Hayat
Category
Branding Identity
Packaging Design
Print
Format
Industry
Food
THE PROCESS
The challenge behind the truck’s branding design was to connect the magic that happens in Ithiela’s kitchen with the magic that happens the moment you take a bite of a high-quality, delicious pastry. We chose to illustrate Ithiela’s familiar and beloved pastries, along with the premium ingredients she uses, in a delicate hand-drawn line that gives each pastry a personal touch. The design is supported by a soft, gentle color palette that blends naturally with the greenery surrounding the truck. For the logo, we selected a Hebrew print typeface, deconstructed and rebuilt it to creating a new and unique character, just like Ithiela Truck.
