(Nathan Greaves)
Collaborative by default, independent when needed.
© 2026
Project overview
Client: Baja Buns
Role: Graphic & Brand Designer
Project type: 360° Brand Creation
Timeline: 6+ months
Baja Buns is a vibrant food truck concept blending California’s bold flavours with the energy of Mexican street food culture. Specialising in handcrafted sliders and buns, the brand identity was designed to be eye-catching, memorable, and versatile across physical and digital touchpoints — from truck livery and packaging to social media and UI elements.
Meat-Free packaging
Meat-Free packaging
Background & brief
Launching a new food truck in a busy market meant Baja Buns needed a distinctive visual identity that could:
Capture the founders’ vision of fun, sunny Californian energy infused with Mexican heritage
Appeal to both casual food lovers and event/festival audiences
Work across truck signage, packaging, merchandise, and digital assets such as social media and app UI
The brief was about storytelling through design — making every touchpoint feel like part of a unified, vibrant world.
Problem & goals
Challenge
In a saturated street-food scene, standing out visually is vital. Baja Buns needed a brand that felt fresh, expressive, and recognisable at distance — especially on its mobile food truck and in fast-scroll social feeds.
Objectives
Create a bold, joyful visual identity that reflects flavour and personality
Design a flexible system for logo, colour, type, and patterns
Ensure applicability across truck wrap, packaging, merchandise, UX, and digital
Build social assets that generate buzz before and after launch
Audience & insight
Baja Buns’ audience spans:
Street food explorers
Festival and event attendees
Local food lovers
Social media-driven diners
Insights from research included:
Street food thrives on instant recognisability
High-contrast, vibrant design performs better in busy visual environments
Cultural references can add depth without cliché when done with respect and nuance
Design process
Research & cultural discovery
I immersed in Mexican street art, Baja California food culture, and Californian beach aesthetics. Key takeaways included:
Bold, neon-inspired colour palettes
Playful, festive motifs centred around local art traditions
High energy and handcrafted feel as core emotional drivers
This informed a visual language rooted in authentic cultural inspiration rather than generic food tropes.
Logo development
The brand was anchored around the tagline “Baja in Every Bite”, reflecting bold flavours and lively character. Initial sketching and word-mapping with the clients revealed an early opportunity — replace the letter J in “Baja” with a stylised chilli pepper. This simple, symbolic treatment tied directly to cuisine and personality without resorting to overused imagery.
Multiple type treatments were explored, balancing readability with personality. The final logo blends a playful, handcrafted feel with strong typographic presence, ensuring visibility on the truck wrap and smaller digital contexts alike.
Colour palette
& typography
The colour system is bold and energetic — neon pinks, oranges, greens, and deep contrast tones drive visibility and vibrancy across environments. These hues reference traditional Day of the Dead celebrations and Mexican street art sensibilities, while still feeling contemporary.
Typography pairs Instrument Sans for clarity and professionalism with Kirsty for playful, approachable character — combining modern legibility with crafted charm.
#FFFFFF
#EE3B87
#EA6139
#259085
#3D1743
#A6CB50
kirsty
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Instrument Sans Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Instrument Sans Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Illustrations & patterns
Custom hand-drawn motifs such as sugar skulls, chillis, and organic forms add layers of personality. These were applied to packaging, truck patterns, and social illustrations, creating a signature visual rhythm that feels personal and rooted in cultural references without cliché.
Brand applications
Truck design
The food truck wrap uses the custom pattern and hand-drawn elements to create a visual spectacle — bold, visible, and instantly recognisable on street corners and at festivals.
Packaging
The food truck wrap uses the custom pattern and hand-drawn elements to create a visual spectacle — bold, visible, and instantly recognisable on street corners and at festivals.
Multi Bun Container
Multi Bun Container
Digital & social
Social media assets adopt the visual system with playful layouts, bold captions, and dynamic visuals that tie the food experience back to place and personality.
Mobile app UI
The click-and-collect app complements the physical brand, using the same colour energy, animations, and patterns to bring the identity online while keeping ordering intuitive and engaging.
Merchandise
Physical &
Social Sticker
Location based marketing
Outcome & impact
The Baja Buns identity achieved:
A distinct visual presence in a competitive street-food landscape
A flexible system that spans physical, digital, and social platforms
A brand that reflects cultural heritage without cliché
This positioning gave Baja Buns a unique voice in its category and a visual identity that supports everything from truck design and packaging to digital interaction.
Reflection
& next steps
Introducing live event posters tied to location
Expanding pattern sets for seasonal campaigns
Evolving the UI to incorporate loyalty and gamified promotions
More Projects
(01)
UX/UI
Ladbrokes Lucky Dip
(01)
UX/UI
ACCA Shuffle
Project overview
Client: Baja Buns
Role: Graphic & Brand Designer
Project type: 360° Brand Creation
Timeline: 6+ months
Baja Buns is a vibrant food truck concept blending California’s bold flavours with the energy of Mexican street food culture. Specialising in handcrafted sliders and buns, the brand identity was designed to be eye-catching, memorable, and versatile across physical and digital touchpoints — from truck livery and packaging to social media and UI elements.
Background & brief
Launching a new food truck in a busy market meant Baja Buns needed a distinctive visual identity that could:
Capture the founders’ vision of fun, sunny Californian energy infused with Mexican heritage
Appeal to both casual food lovers and event/festival audiences
Work across truck signage, packaging, merchandise, and digital assets such as social media and app UI
The brief was about storytelling through design — making every touchpoint feel like part of a unified, vibrant world.
Problem & goals
Challenge
In a saturated street-food scene, standing out visually is vital. Baja Buns needed a brand that felt fresh, expressive, and recognisable at distance — especially on its mobile food truck and in fast-scroll social feeds.
Objectives
Create a bold, joyful visual identity that reflects flavour and personality
Design a flexible system for logo, colour, type, and patterns
Ensure applicability across truck wrap, packaging, merchandise, UX, and digital
Build social assets that generate buzz before and after launch
Audience & insight
Baja Buns’ audience spans:
Street food explorers
Festival and event attendees
Local food lovers
Social media-driven diners
Insights from research included:
Street food thrives on instant recognisability
High-contrast, vibrant design performs better in busy visual environments
Cultural references can add depth without cliché when done with respect and nuance
Design process
Research & cultural discovery
I immersed in Mexican street art, Baja California food culture, and Californian beach aesthetics. Key takeaways included:
Bold, neon-inspired colour palettes
Playful, festive motifs centred around local art traditions
High energy and handcrafted feel as core emotional drivers
This informed a visual language rooted in authentic cultural inspiration rather than generic food tropes.
Logo development
The brand was anchored around the tagline “Baja in Every Bite”, reflecting bold flavours and lively character. Initial sketching and word-mapping with the clients revealed an early opportunity — replace the letter J in “Baja” with a stylised chilli pepper. This simple, symbolic treatment tied directly to cuisine and personality without resorting to overused imagery.
Multiple type treatments were explored, balancing readability with personality. The final logo blends a playful, handcrafted feel with strong typographic presence, ensuring visibility on the truck wrap and smaller digital contexts alike.
Colour palette & typography
The colour system is bold and energetic — neon pinks, oranges, greens, and deep contrast tones drive visibility and vibrancy across environments. These hues reference traditional Day of the Dead celebrations and Mexican street art sensibilities, while still feeling contemporary.
Typography pairs Instrument Sans for clarity and professionalism with Kirsty for playful, approachable character — combining modern legibility with crafted charm.
#FFFFFF
#EE3B87
#EA6139
#259085
#3D1743
#A6CB50
kirsty
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Instrument Sans Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Instrument Sans Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Illustrations & patterns
Custom hand-drawn motifs such as sugar skulls, chillis, and organic forms add layers of personality. These were applied to packaging, truck patterns, and social illustrations, creating a signature visual rhythm that feels personal and rooted in cultural references without cliché.
Brand applications
Truck design
The food truck wrap uses the custom pattern and hand-drawn elements to create a visual spectacle — bold, visible, and instantly recognisable on street corners and at festivals.
Packaging
The food truck wrap uses the custom pattern and hand-drawn elements to create a visual spectacle — bold, visible, and instantly recognisable on street corners and at festivals.
Multi Bun Container
Multi Bun Container
Multi Bun Container
Multi Bun Container
Multi Bun Container
Multi Bun Container
Meat varient packaging
Meat varient packaging
Meat-Free packaging
Meat-Free packaging
Home Cooking Kit
Home Cooking Kit
Cup
Cup
Cup
Cup
Digital & social
Social media assets adopt the visual system with playful layouts, bold captions, and dynamic visuals that tie the food experience back to place and personality.
Mobile app UI
The click-and-collect app complements the physical brand, using the same colour energy, animations, and patterns to bring the identity online while keeping ordering intuitive and engaging.
Merchandise
Physical & Social Sticker
Location based marketing
Outcome & impact
The Baja Buns identity achieved:
A distinct visual presence in a competitive street-food landscape
A flexible system that spans physical, digital, and social platforms
A brand that reflects cultural heritage without cliché
This positioning gave Baja Buns a unique voice in its category and a visual identity that supports everything from truck design and packaging to digital interaction.
Reflection & next steps
Intriducing live event posters tied to location
Expanding pattern sets for seasonal campaigns
Evolving the UI to incorporate loyalty and gamified promotions
More Projects
(01)
UX/UI
Ladbrokes Lucky Dip
(01)
UX/UI
ACCA Shuffle
Project overview
Client: Baja Buns
Role: Graphic & Brand Designer
Project type: 360° Brand Creation
Timeline: 6+ months
Baja Buns is a vibrant food truck concept blending California’s bold flavours with the energy of Mexican street food culture. Specialising in handcrafted sliders and buns, the brand identity was designed to be eye-catching, memorable, and versatile across physical and digital touchpoints — from truck livery and packaging to social media and UI elements.
Background
& brief
Launching a new food truck in a busy market meant Baja Buns needed a distinctive visual identity that could:
Capture the founders’ vision of fun, sunny Californian energy infused with Mexican heritage
Appeal to both casual food lovers and event/festival audiences
Work across truck signage, packaging, merchandise, and digital assets such as social media and app UI
The brief was about storytelling through design — making every touchpoint feel like part of a unified, vibrant world.
Problem & goals
Challenge
In a saturated street-food scene, standing out visually is vital. Baja Buns needed a brand that felt fresh, expressive, and recognisable at distance — especially on its mobile food truck and in fast-scroll social feeds.
Objectives
Create a bold, joyful visual identity that reflects flavour and personality
Design a flexible system for logo, colour, type, and patterns
Ensure applicability across truck wrap, packaging, merchandise, UX, and digital
Build social assets that generate buzz before and after launch
Audience & insight
Baja Buns’ audience spans:
Street food explorers
Festival and event attendees
Local food lovers
Social media-driven diners
Insights from research included:
Street food thrives on instant recognisability
High-contrast, vibrant design performs better in busy visual environments
Cultural references can add depth without cliché when done with respect and nuance
Design process
Research
& cultural discovery
I immersed in Mexican street art, Baja California food culture, and Californian beach aesthetics. Key takeaways included:
Bold, neon-inspired colour palettes
Playful, festive motifs centred around local art traditions
High energy and handcrafted feel as core emotional drivers
This informed a visual language rooted in authentic cultural inspiration rather than generic food tropes.
Logo development
The brand was anchored around the tagline “Baja in Every Bite”, reflecting bold flavours and lively character. Initial sketching and word-mapping with the clients revealed an early opportunity — replace the letter J in “Baja” with a stylised chilli pepper. This simple, symbolic treatment tied directly to cuisine and personality without resorting to overused imagery.
Multiple type treatments were explored, balancing readability with personality. The final logo blends a playful, handcrafted feel with strong typographic presence, ensuring visibility on the truck wrap and smaller digital contexts alike.
Colour palette & typography
The colour system is bold and energetic — neon pinks, oranges, greens, and deep contrast tones drive visibility and vibrancy across environments. These hues reference traditional Day of the Dead celebrations and Mexican street art sensibilities, while still feeling contemporary.
Typography pairs Instrument Sans for clarity and professionalism with Kirsty for playful, approachable character — combining modern legibility with crafted charm.
#FFFFFF
#EE3B87
#EA6139
#259085
#3D1743
#A6CB50
kirsty
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Instrument Sans Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Instrument Sans Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Illustrations & patterns
Custom hand-drawn motifs such as sugar skulls, chillis, and organic forms add layers of personality. These were applied to packaging, truck patterns, and social illustrations, creating a signature visual rhythm that feels personal and rooted in cultural references without cliché.
Brand applications
Truck design
The food truck wrap uses the custom pattern and hand-drawn elements to create a visual spectacle — bold, visible, and instantly recognisable on street corners and at festivals.
Packaging
The food truck wrap uses the custom pattern and hand-drawn elements to create a visual spectacle — bold, visible, and instantly recognisable on street corners and at festivals.
Multi Bun Container
Multi Bun Container
Multi Bun Container
Meat varient packaging
Home Cooking Kit
Cup
Cup
Meat-Free packaging
Digital & social
Social media assets adopt the visual system with playful layouts, bold captions, and dynamic visuals that tie the food experience back to place and personality.
Mobile app UI
The click-and-collect app complements the physical brand, using the same colour energy, animations, and patterns to bring the identity online while keeping ordering intuitive and engaging.
Merchandise
Physical & Social Sticker
Location based marketing
Outcome & impact
The Baja Buns identity achieved:
A distinct visual presence in a competitive street-food landscape
A flexible system that spans physical, digital, and social platforms
A brand that reflects cultural heritage without cliché
This positioning gave Baja Buns a unique voice in its category and a visual identity that supports everything from truck design and packaging to digital interaction.
Reflection & next steps
Introducing live event posters tied to location
Expanding pattern sets for seasonal campaigns
Evolving the UI to incorporate loyalty and gamified promotions
More Projects
(01)
UX/UI
Ladbrokes Lucky Dip
(01)
UX/UI
ACCA Shuffle
