CRAZY BELLY
Branding, Packaging & Truck Design
Studio: The Space At 9/2 | Client: Crazy Belly
Role: Senior Designer
Crazy Belly is a bold new food truck brand serving up big flavor in the heart of Zurich’s business district. We created a brand identity that’s just as loud and loveable as the food itself. From the truck design to the packaging, every touchpoint was crafted to turn heads and spark cravings. Because for Crazy Belly, food isn’t just fuel, it’s joy, culture, and a little bit of chaos served hot.
A SIMPLE START
The Crazy Belly logo is all about bold flavour and big attitude. Set in Knockout, a typeface known for its punchy, all-caps presence, the logo delivers impact with zero hesitation. But the twist lies in its off-centre alignment, a deliberate move that breaks convention and adds a playful, slightly rebellious edge. It’s confident, a little quirky, and full of personality just like the food and the people behind it. Designed to stand out on a truck, a box, or a T-shirt, the logo doesn’t just say “Crazy Belly”, it feels it.
THE VISUAL IDENTITY
The Crazy Belly visual identity is built to turn heads and spark joy. At its core is a vibrant, saturated color palette—anchored in a bold orange that radiates warmth, energy, and appetite. Paired with deep blues, soft greens, and creamy neutrals, the palette captures the brand’s big-hearted, feel-good personality while offering flexibility across packaging, signage, and digital.
Typography plays just as crucial a role. We chose Knockout for its unapologetic, all-caps presence—a nod to old-school diner charm with a distinctly modern twist. Used in two different weights, the type system creates visual rhythm: bold and condensed for loud declarations, wider and lighter for contrast and flow. It’s a typeface that doesn’t whisper; it speaks up, just like the food truck itself.
Together, the colors and type give Crazy Belly a distinctive voice—bold but approachable, structured but playful. It’s a system made to move fast, feel fresh, and always leave you hungry for more.
THE PACKAGING
The Crazy Belly packaging was designed to keep things simple, letting bold colors, clean type, and playful naming do all the heavy lifting.
We brought the brand’s energy straight onto the lids with punchy, offbeat names like Nutsy for Curry, Oodles of Noodles, and Slurpy Suppe. Each one adds a dose of fun to the eating experience, making the product feel as lively as the brand itself. We used German names for certain dishes since the truck is placed in Zurich which is the German-speaking region of Switzerland
THE FOOD TRUCK
We designed one side of the Crazy Belly truck as a quiet invitation to play. A height marker disguised as a personality scale asked, “How crazy can you be?”encouraging passersby to stand against the wall, strike a pose, and capture a moment.
It was a lighthearted interaction, but intentionally placed, offering people a reason to pause, smile, and engage beyond the meal. In a fast-paced business district, it created a brief moment of joy and connection, blending brand presence with something personal and shareable.
INTERACTIONS
On the side of the Crazy Belly truck, we created a quiet moment of interaction, an invitation for people to reflect on how they’re feeling that day. Stickers representing different moods could be picked up at the counter and placed on the back panel, turning the question “What’s your mood today?” into a collective expression.
Set in the middle of Zurich’s business district, it offered a light, human pause in the middle of a busy day. Whether someone chose Happy, Stressed, or Curious, it became a way to connect with themselves, with others, and with the brand. A small gesture that made lunch feel just a little more personal.
