As a previous festival attendee and frequenter of food trucks, I can't help but ponder the thought process behind the signage and branding of the said food on offer. Recently I attended a music festival and though I was enjoying all that was on offer, waiting in line I found myself captivated by the decor choices on the food truck and the graphics they have chosen to run with.
Is it a case of the truck being at the right place at the right time, when your brain is craving sugar or your stomach longing for greasy foods?
Common themes I noticed within food truck branding:
Pop Art Theme
I saw this when looking at a breakfast and coffee place. The imagery was entirely unrelated to the items on the menu, featuring a pop art woman's face, with red lipstick and sunglasses at the end of her nose. Bright yellows, pinks, blues and halftone dots were used. The place was busy might I add. This could be due to the place being one of the closest breakfast places in the vicinity or perhaps that the customers were so astounded by the pop art branding they had to take a closer look.
Rustic Theme
Something I have noticed within food trucks that offer Yorkshire puddings, casseroles and gravy smothered items is that these trucks tend to take a more rustic approach to branding. Elements incorporated in these trucks are often wood effect backgrounds, with white text on what looks to imitate a chalkboard background. These trucks provide the same feeling as a cottage/farmyard kitchen, which I think is spot on for the food that is on sale here.
Minimalist Theme
Trucks with coffees, ice tea and milkshakes on offer tend to go for a more minimal approach, often using san-serif typefaces and possess a smaller colour palette. Perhaps this is to achieve a look that is less busy and formal, for those on-the-go. The branding is not as overwhelming or loud as other themes explored.
Fancy Theme
Trucks that sell sugary goods, such as cakes and donuts really hone in on Serif fonts, bright colours and graphics of sprinkles. Lots of hot pinks and cerulean blues on offer here. These trucks would heavily feature imagery related to the food on sale, such as donut patterns or a neon milkshake sign.
I'm sure there are more themes, with the world of food truck branding possibilities being endless. However, these are the themes I had noticed were most prominent amongst the trucks.
Does it matter? / What works
This question leads to another, what does branding do? What can it achieve for a brand?
Well, consistent branding can create a more memorable experience for a customer, with effective and well executed branding, a truck may become more identifiable and stick in the customer's mind. Branding is there to impress and get attention.
In relation to a festival or event, you need to ask if this matters as much. Many customer's are looking to get food that is tasty, and nearby. They will often seek out a truck due to distance and appealing choices, in spite of the imagery and branding. Smells of the food and how it looks when served is also important. These all draw a customer in.
Yes, I think branding may appeal to some people. It will not hurt to have some consistent branding, especially after the festival or event is over to retain potential customers. However, I believe the execution of the signage and design rules cause a greater impact to footfall. A truck could feature minimal text, with few options and prices, yet following a type hierarchy with a bold font. As long as this food is delicious and the price is good, you can guarantee this truck is going to go down a treat.
With a rise in easy-to-use apps and branding being on most products and advertisements, it is almost refreshing to visit somewhere that holds a good image, but not a visual one. A common misconception is that as a company you need a strong brand identity. As a graphic designer I do not believe in this, with food trucks to prove it. You can depending on the industry, have a successful business without what would be considered a somewhat polished or contemporary brand identity. Considering your customer base, location and what else your business has to offer can help decipher whether this is important or not.
As the famous quotes goes, "a jack-of-all-trades, but a master of none" is definitely evident here. You may have great food, but it does not mean this will transfer into your branding, and it doesn't need to.
And that is literally food for thought.
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