Limoni is a food truck brand that sells zesty Israeli food. Limoni translates to “my lemon” in Hebrew. Growing up in Israel, my family and I always ate a lot of falafels, salads and hummus with extra lemon on everything. Limoni brand was thoughtfully strategized to give customers a joyful food truck experience, eating authentic Israeli street food. The logo is a mix of both the Hebrew and English alphabet. The primary brand element in Limoni is a collage made out of six different lemon patterns. One of those patterns is created from the hebrew word for Limoni. The main primary brand elements are made out of 6 unique patterns which all resemble the flesh of the lemon.  The patterns are used in the packaging, the business card, the clothing, the food truck, and the digital design. The lemon, which is also designed with the main patterns, is used in the packaging, T-shirt and digital design as well.