Visual Communication - Bachelors

Welcome to Sir Truffle’s Treasure & Feast

Sir Truffle's Treasure & Feast is a branding concept for a playful, truffle-themed restaurant and social enterprise in Meanjin (Brisbane). Centred around a rescue dog mascot, the brand combines humour and heartfelt storytelling to foster a memorable, interactive dining experience. With 50% of theoretical profits donated to animal welfare, it deepens the emotional connection between patrons, truffle culture and dog rescue advocacy.

Joëlle Smith

Mascot-Driven Storytelling for Social Enterprise Impact

My love for dogs and truffle-flavoured food inspired this brand concept. Through my research, I became fascinated with the tradition of truffle hunting and felt that a dog mascot would perfectly embody the brand. Sir Truffle brings warmth, personality and authenticity, reflecting the real-life bond between humans and their dogs in the truffle hunting process.

Driven by my passion for social enterprises, I decided to set the brand apart by donating 50% of its theoretical profits to an animal rescue shelter. This blend of purpose and profit attracts patrons who value supporting businesses with a positive impact. Sir Truffle’s origin as a rescue dog strengthens the emotional connection, making storytelling central to the brand’s identity.

THE BRAND

the mascot logo

The menu

the tablecloth

Truffle trivia coasters

Staff tshirt

stickers: advice from sir truffle

Experimentation & Co-design with generative ai

Throughout this project, I integrated generative AI, particularly within Adobe programs, at various stages of the design process. For instance, I used ChatGPT (OpenAI) to develop initial restaurant concepts and write content for the menu and truffle trivia coasters. For illustrations on the tablecloth and stickers, I primarily relied on Adobe Firefly and Midjourney, while Adobe Photoshop and Firefly’s generative fill were handy for creating mockups. While AI provided a solid foundation for concepts and visuals, I still spent considerable time manually refining, composing and enhancing designs to ensure they had the unique human touch and worked cohesively across all deliverables.

Joëlle Smith

Joëlle is passionate about visual storytelling and takes pride in producing work that is imaginative, heartfelt and thoroughly researched. With two years of experience as a freelance graphic designer and illustrator, primarily for non-profits and animal welfare charities, she is eager to advance her creative career after graduating with Distinction in her Bachelor of Visual Communication Design.