Jumping Jacques is a food truck concept serving up frog legs in your favorite wing sauce. The idea originally sparked as a fictitious career alternative for Aaron Lozier, the CTO at Potenza. Whenever he is at his wit’s end with computer code he often laments “Maybe I should just start a food truck”. Depending on how many more bugs Aaron finds we may see this truck on the streets soon.
The name Jacques was the only thread needed to tie it to a wild backstory about a frog that had his leg taken by a hungry pirate. That backstory was the creative inspiration and resulted in the “old world” art direction. I looked at other brands that went in similar directions like popular whiskeys, and Bar and Grill Restaurants. I wanted to take inventory of the elements that gave it that distinct look.
Initial Ideas & Sketches:
Once we figured out our direction the sketchbook came out. I wanted to run through a few ideas and begin brainstorming how we could be the “Captin Morgan” of buffalo frog legs.
The character/icon was very important to make this brand stand out but I also wanted to look at different type options we could start with and integrate into this brand. I wanted something that would work as a stand-alone but also pair nicely with our friend “Jacque”.
After all of my initial thoughts and ideas were laid out on the table it was time to start piecing everything together.
In our first concept, I dove head first and took on the challenge of creating a pirate/frog hybrid. This initial concept is probably better suited for a future Fun Jump business but it did set the course for our final direction.
Our Second Concept was to play down the cartoon side of things and use more of a realistic visual. When we looked at this idea, there was something to be said for some of the styling choices however the first concept still had a unique appeal we couldn’t ignore.
Taking everything I learned up to this point I went back to my sketchbook to see what else we could do to make “Jacque” become the captain of this new
ship food truck.
Not only was I thinking about what the logo could look like I was wanting to start thinking about what color options we could tap into. I looked at various frog photos and illustrations and came up with 4 palettes that I felt could work with the vision we had set.
For the first option, I pulled inspiration from the chunky features of a Toad. I wanted a compact yet an appealing character that felt larger than life even in his small stature.
With the initial concepts, we learned that there was something special about the styling choices in all of the varying whiskey brands and microbrews I looked at and I wanted to see how I could transform our icon from a cartoon to something more sophisticated.
With this next version, I wanted to go in the opposite direction and see what “Jacque” would look like with longer limbs and a little more of a pep in his step.
After everything was said and done we really felt like the taller character had more of a leg to stand on. Before we could call it finished we took it through a few more rounds of refinement. The initial face reminded us more of a lizard than a frog. One of the things we loved most in the shorter character above was that there was no question it was a frog.
With this information at hand, I started piecing the ideas we liked from both and continued to evolve our good friend “Jacque”.
Final Logo Direction:
After a few weeks of hard work and some great constructive criticism/conversations, we finally found the best Frog to represent this new Brand. We present to you Jumping Jacques!
Main Logo – Full Color:
Main Logo – One Color (Dark on Light):
Main Logo – One Color (Light on Dark):
Secondary Logo – Stand Along Type Treatment:
Brand in Application:
To-Go Cup & Bag Design: