Branding a Food Truck
and what I learned from it…
Last week I pitched a brand for a food truck. It was a conceptual piece for a popular food truck group from New York City extending into Boulder, Colorado.
“We specialize in all things mac n’ chz. Every dish is unique and true to this iconic and classic comfort food.”
THE DESIGN PRINCIPLES
ECLECTIC. Chz Plz is the epitome of fun, unique, and even a little retro.
INDULGENT. The chz speaks for itself. Chz Plz has a menu that will make your mouth water.
VIBRANT. Chz Plz provides an lively, colorful, and energetic atmosphere. It’s contagious!
I was asked to create brand guidelines for the first time. Creating a book that intricate was definitely a challenge, but overall all I think it turned out great. Here are some pages explaining…
THE LOGO
The color of Chz Plz’s logo is interchangeable and can be used in many different ways.
THE COLOR
THE TYPOGRAPHY
THE BUSINESS CARDS
Chz Plz has a suite of business cards with interchangeable colors. The cards are double sided and measure 3.15 x 2”.
THE MENU
The Chz Plz menu consists of all things chz! We have snacks, mac of course, and sweets. There are also gluten free, dairy free, and grilled chz options.
There will be a paper menu which people can take home if they’d like. There will also be a chalkboard menu attached to the outside of the food truck.
THE FOOD TRUCK
The Chz Plz food truck is an eclectic, old-school airstream. It has a large chalkboard menu hanging next to the food window. There are paper menus sitting on the shelf where people can order as well. These menus can be used right then, or taken on the go. There is an a-frame chalkboard that sits out near the back of the airstream to catch the attention of people passing by.
THE UNIFORM
The Chz Plz chefs wear t-shirts as uniforms. These shirts are also purchasable for lovers of Chz Plz!
THINGS TO IMPROVE
Moving forward, I’d love to develop a bigger digital presence, creating a website and examples of social media posts.
This project was a good one in my book. I love how it turned out and am proud of it. More to come!
