Fast food restaurant chains concept art for American Truck Simulator [part 1/3]

[Part 1/3] One of the first assignments I received as a junior 2D artist back at the beginning of 2020 - fictional fast food chains for American Truck Simulator (Colorado DLC). The games had no art direction in terms of branding & 2D art, so it was on me to lay down the groundwork for how branding in American Truck Simulator & Euro truck simulator 2 would work.
I came up with the designs as well as many ideas for their future implementation - I really cared a lot about making our world feel "connected", and it terms of our fictional branding, this meant using our new brands more than just once. The fast food companies, for example, were (as per my suggestion) later implemented in many more ways - through props for the "Cabin Accessories" DLC, on random vehicles advertising the companies, on billboards & also in dedicated fictional "collaborations" with our own fictional truck stops and gas stations (for example: fictional truck stop "Haulett" - also designed by me - would collab with fictional fast food "Cofibreak", sell their coffee & the players could see this all over ads featured around the truck stops themselves, adding to the immersion).

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𝙎𝙩𝙖𝙮 𝙞𝙣 𝙩𝙤𝙪𝙘𝙝 𝙬𝙞𝙩𝙝 𝙢𝙮 𝙥𝙧𝙤𝙟𝙚𝙘𝙩𝙨: http://www.instagram.com/ph0enyx.art
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