Amazon Treasure Truck

Project: Develop brand identity, voice, and visual aesthetic

Background: In 2016, Treasure Truck was developed in Seattle as an experimental Amazon product. Treasure Truck sold one must-have product per day that customers could purchase through the Amazon app, then make their way to a customized, carnival-like truck to pick up their purchase.

Process: As Treasure Truck prepared for nationwide and international expansions in 2017, my team was tasked with building out a robust brand identity, voice, and visual aesthetic that would scale with the product. Through team brainstorms and anecdotes from the Seattle test, we developed Treasure Truck’s guiding purpose: “To make an ordinary day a little bit special.” We used this purpose to build out brand voice pillars (“smart, friendly, and delightful”) as well as a visual style with notes of festive nostalgia.

Role: Art direction

Team:
Visual Designers: Tracey Ige & Travis Roof
Copywriters: Danica Rog & Jen Lyons