Latin Lente Food Truck Festival
A food festival that brings Latin heat into the Dutch urban landscape through color, rhythm, and deliberate noise.
Latin Lente is a food truck festival concept in Utrecht, created to explore how Latin culture could show up in the Dutch urban landscape. Living in the Netherlands means long, grey winters and muted colors. Spring doesn't arrive with energy — it just replaces one shade of grey with another. I wanted to create something that doesn't gently welcome the season. It interrupts it.
Bringing heat into the city
The concept became simple: bring heat into the city. Not just through food, but through color, rhythm, and visual noise. Instead of a traditional or folkloric approach, I pulled the identity into something more urban and pop — inspired by street posters, music culture, and layered city walls. The system is built on repetition, bold typography, and deliberate chaos.
Built on rhythm, color, and noise
The result is a loud, playful identity that feels like it landed on the wall before anyone could stop it. Designed to be seen, felt, and repeated across the city. Spanish words and food names — arepas, empanadas, choripán, hola, ñ — become part of the visual language: a wink for those who get it, a welcome for those who don't.
The system scales across posters, signage, digital, and merchandise — and opens the door to a broader series of Latin cultural events.
Latin Lente, designed to break through the grey — not blend into it.
