Thic Boy
Kitchen
THE BRIEF
The brainchild of Jack Bennett, Thic Boy Kitchen is a lockdown street food business that offers DIY food kits as well as pop up food stalls post Covid. On the menu are lip-smacking, tasty treats with an emphasis on flavour and mouth-watering, hefty servings. Jack wanted a logo to showcase his business’ playful side, while sticking to an aesthetic that gleaned from old 50s style cartoon mascots and simple, bold colour design combined with trustworthy, home spun values.
With a list of influences and reference ideas, Jack’s logo vision was clear. A concise, enclosed badge or seal, with a mascot character design featuring The Thic Boy. The term “Thicc” is slang for having a “full, attractive figure” but can also be used colloquially to describe inanimate objects as being juicy, large and ultimately delicious. This term is largely the basis for the Thic Boy Kitchen’s MO; making food that tastes as sumptuous, decadent and hedonistic as it looks. Think dripping sauces, fat burger patties and overflowing fillings.
THE SOLUTION
Originally named “Thic Boy Tacos”, as Jack started out with a solely taco based menu, this changed to “Kitchen” to allow further culinary freedom down the road.
Having already created some drippy, oozing typography for the taco angle, I quickly adjusted for the new name and style.
A mascot, Thic Boy, was created, with inspiration drawing from Jack, and his sincere love and care for food & good times at the forefront, as well as his signature look; a flat peaked cap and t shirt combo. I created a cheeky, friendly character design holding aloft the tools of his trade (a spatula and knife), with a grin and content expression on his face, the Thic Boy would let customers know they were in safe hands.
For a font, I selected a style to proclaim the company name, accented by a “circa 2020” to add themes of longevity and tradition to an otherwise modern brand. The bold font is a hand painted style, to emphasise the casual, "street" nature of Thic Boy Kitchen and exaggerate that food stall, chalk board element.
I also created some extra imagery for Jack to use on t-shirts and promotional material.
SERVICES
Logo Design
Brand Identity
Early Drafts & Revisions
The first draft of what was Thick Boy Tacos, before the subsequent name change.
Minimalistic and poignant draft
A scruffy, hand-drawn draft
A minimalistic approach to the brief, combining two of Jack's loves; flat peak caps and Cooking.
A rough early draft of an extra "thicc" boy
A Thank You illustration for socials from Thic Boy Kitchen & Bastards Bistro, who combined forces during covid to home deliver amazing food.