Ja Patty
BRAND STRATEGY • BRAND ICON • TRUCK SIGNAGE
We partnered with entrepreneur and chef Conroy Outar to help launch JA PATTY, a brand rooted in Jamaican culture, family heritage, and authentic food traditions. The project began as a concept for a food truck centered around Conroy’s family recipe for Jamaican beef patties, with a broader long-term vision of evolving into a full Jamaican “Tuck Shop” restaurant experience.
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Working with designer Vince Diga, we explored a wide range of logo concepts before developing a final identity centered around Conroy’s likeness framed within a crest-inspired shape. The crest became a symbolic reference to family legacy, pride, and tradition, while placing Conroy front and center reinforced the personal nature of the brand andthe story behind the food.
From there, we developed the full visual identity system including typography, color palette, and supporting brand assets. The final branding extended across rack cards, brown bag packaging, and the food vendor trailer, creating a cohesive visual experience that helped establish JAPATTY as both a food concept and an extension
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concept & design • non-profits
Through an in-depth brand strategy process alongside consultant David Lubiesky, we focused on Conroy’s personal story, culinary background, and deep connection to family and heritage. The goal was to create a brand that felt authentic, approachable, and culturally grounded while standing out in the food vendor space.
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