One of my early projects coming out of college was to serve as an art director for Mobay Jerk Jamaican Kitchen. I was responsible for coming up with the companies brand identity as well as designing the food truck itself. 
Through several conversations with the founder, I was able to get a few reference points which could get the ball rolling. He often spoke about the fern gully forest, and the green richness that the leaves provided. Additionally, the red-billed streamertail, which is the Jamaican national bird. After the design was finished, throughout the year I would assist with brand related materials such as the menu design, website design, business cards, flyers, social media marketing, curated playlists, and other promo materials.