The Word - 'Rhapsody' essentially has two definitions - an effusively enthusiastic or ecstatic expression of feeling and an instrumental composition irregular in form and suggestive of improvisation. From looking at this it became clear as to why the word was chosen - the first definition links to the enthusiasm put into making the food and the improvisation aspect links to how James needs to continuously learn and adapt as the business grows over time. Both definitions could inspire a variety of initial ideas.
Existing Vendors - To see what is already out their in terms of street food joints and wrap vendors in Shoreditch I have made some research. In terms of just wrap-focused vendors there aren't actually that many; however, Shoreditch is jam packed with street food. Some of the vendors found can be seen below.
I have identified two trends of existing Shoreditch vendors . Those focused entirely on selling wraps tend to use very commercial, mainstream American-looking identities. On the other hand, there is very much a trend to use black and white modern design with simple vector illustrations for street food vendors. A few examples analysed can be seen below.
This has inspired me to try and produce designs that are different from these styles, as this aims to make the van stand out and have a certain unique look to it. As James wants designs to be 'colourful and playful', some examples of existing vans have been found that could inspired ideas.
Wrap Origin - According to various sources the first named wrap was made by Bobby Valentine in 1980. He was crafting a club sandwich at his Stamford restaurant, Bobby Valentine's Sports Gallery Café, when the toaster broke. At a loss, Valentine wrapped the sandwich components in a tortilla. The invention of the wrap inspired research into the 80s and how design was about loud, sometimes even obnoxious design styles that undeniably grabbed your attention. Bold geometric shapes, bright neon colours, and an experimental approach to typography all pushed boundaries and led to new, distinctive graphic styles. This could inform some initial ideas and digital developments.
Menus - As I have also asked to help with the menu creation I have researched into a variety of street food vendors to see how they lay out their menus. This could inform some menu ideas and layouts in the digital development stage. Some that have inspired me can be seen below.
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