Building a Food Truck Brand
Knowing that the Colorado crowd loves traveling and adventure, introducing a global food truck to the area seemed fitting. When exploring the brand and cuisine, I looked deeper at my personal hispanic roots, and what family meal time had meant growing up. I knew I wanted to push the possibility of a food truck and whether it could create an atmosphere, like a restaurant, with minimal space.
Growing up in an Argentine family, meal time was family time. I believe in so many cultures, food brings people together and creates a sense of community and facilitates relationships. This led me to developing a food truck concept that brought hispanic foods from all around the world together, but could also mimic that sense of gathering and bonding over food.
The name, ‘alma,’ or ‘soul,’ reflects this idea of meal time being central to a family and their daily lives, and the role it plays in building a home. Pulling from the bright colors in hispanic art, fabric and food, I created a logo with a color palette that would shift with the time of day and meal being served.
I carried these vibrant colors and patterns throughout other touchpoints to help build a consistent atmosphere.
Overall, I designed Alma with the vision in mind of creating a place for family and friends to grab convenient & authentic homemade food without the rush and pressure of the traditional “fast food” establishments. Serving three meals a day would ideally allow for a more permanent, ‘pop-up’ style food truck that would give opportunity to provide small areas of seating as well as decor to carry the feel and design of the brand from the start of the meal to the finish.
Rest your feet, enjoy the meal and stay awhile!
