Boston-based Chef Siddiq, looked to rebrand his catering and food truck venture under the moniker Soul City. The approach in doing so was to mesh classic and modern elements, to reflect a brand with roots that invokes a sense of familiarity. Visually, the resulting vibe is a subtly retro aesthetic - old meets new - a simultaneous homage to the past and future-forward positioning. The hand-drawn graphics system speaks to authenticity and can be paired with the supplementary assets for different brand activations. The mascot is based on a cast iron skillet - a mainstay in Chef Siddiq’s kitchen, and thus a fun and fitting visual through-thread for the brand.