Conestoga is a (fictional) grocery delivery service that sources its goods from Texas vendors and small businesses to help bring Texas flavor to both homesick and adventurous tastebuds. I devised this brand system from the ground up by choosing its name and designing its wordmark, mascot, illustrations, as well as printed collateral like a delivery box, business cards, print advertisements, and package labels.
To tap into the feelings of warmth and nostalgia I associate with Texas food, I conducted visual research into vintage Texas cookbooks to inform the line gesture of my script-lettered wordmark and illustrations. The name, "Conestoga," comes from a type of covered wagon that was used by immigrants to Texas in the 19th century, and I wanted to honor the diversity of Texas culture and cuisine by centering my identity system around a covered wagon mascot with interchangeable hats, as well as a dynamic color system that represents different flavor profiles (spicy, sweet, fresh, and savory).
