Hexenkessel GbR
Launched in 2024, Hexenkessel is a food truck brand celebrated for its delicious, handmade pastry specialties and hearty braised dishes. Rooted in tradition yet bold in flavor, Hexenkessel brings a touch of magic to street food culture. This branding project focused on capturing the essence of the brand—warm, rustic, and slightly mystical—through a distinctive visual identity that reflects its unique culinary character.
The Challenge
The main challenge was to create a brand identity that balanced tradition with bold personality. Hexenkessel’s handmade pastries and hearty braised dishes already stood out through taste—but visually, the brand lacked a distinctive voice.
The Solution
The goal was to craft a design language that felt authentic, rustic, and slightly magical, without slipping into clichés. It also needed to be versatile enough to work across a variety of formats—from the food truck exterior to menus, packaging, and social media—while remaining instantly recognizable.
Outcome
The final brand identity for Hexenkessel is both cohesive and practical, designed to adapt across multiple touchpoints—from the food truck itself to packaging and digital channels. A key solution was the creation of customizable sticker designs that bring the brand to life on affordable, sustainable packaging like paper bags and cartons. These stickers not only reinforce the Hexenkessel look and feel, but also serve a functional purpose—clearly distinguishing between meat, vegetarian, and vegan dishes.
Beyond packaging, the sticker system extends into online media and social platforms, adding visual consistency and flexibility to the brand’s digital presence. New sticker variations can be introduced anytime, allowing the brand to evolve while maintaining its core identity. The result is a smart, scalable system that communicates Hexenkessel’s values—homemade quality, sustainability, and a dash of playfulness—across every customer touchpoint.
Project challenges
Fast-paced branding amid constraints
The branding project faced tight time and budget constraints, requiring a streamlined and efficient process. Last-minute feedback from the founders meant rapid revisions were necessary, often on short notice. Without case studies or opportunities for user feedback, key branding decisions had to be made quickly and confidently, without the benefit of iteration.
What I gained
Learning fast-paced art direction
This fun project with great clients made the branding process especially enjoyable, as food is a personal passion of mine. Working on a topic I love made the design feel natural and inspired. Throughout the project, I also gained valuable new skills in graphic design and art direction, broadening my creative toolkit.
