Food trucks have taken the restaurant industry by storm, with 90 percent of industry professionals confident the trend is here to stay. But the fast expansion of the industry has amped up competition, making it vital for each mobile restaurant to utilize strong branding as a way to stand out from the crowd. Here are five examples of food trucks who are branding the right way:
The Frankfoota truck popped up on season four of Food Network’s the Great Food Truck Race and is still remembered for the New York truck’s strong branding. With American flags decorating everything from the vehicle to the workers’ pants, this truck added a gourmet touch and seamless branding to the good old American hot dog.
2. The Juice Truck
Vancouver’s Juice Truck keeps it simple and allows bright colors to tie together its marketing theme. With three colors, photos of giant fruit scattered across its website and a simple truck outline on its drink label, the Juice Truck sticks in memory because there are no tricks or gimmicks. The vehicle itself is a fruity hot watermelon pink with bold, white lettering. Its branding portrays exactly what it is: a bright and colorful juice truck.
Coolhaus bases its ice cream truck branding off of Bauhaus, a modernist architectural design theme sweeter than its ice cream sandwiches. The company travels the country, delivering ice cream packaged in 1920s and ’30s wrapping, with a styled font similar to the modern, bubbly houses that stemmed from this German architectural trend. The truck itself imitates Bauhaus buildings with a hot pink popup roof, silver star rims and rounded, bubbly appearance.
4.Baby’s Badass Burgers
Sex appeal alone give LA’s Baby’s Badass Burgers a strong brand identity. The only thing hotter than the gourmet burgers, with names like the Cougar and the Other Woman, are the dolled-up burger babes serving them. These food truck vixens cruise around in high heels and short shorts, selling burgers from their hot pink burger-mobile, with sexy cartoon women plastered on the side of the truck.
5. Hula Girl Truck
A Hawaiian theme ties food, truck and worker apparel together in a flawless way with the Hula Girl Truck, based out of Washington, D.C. The menu is classic Hawaiian, featuring favorites like spam musubi. Bright colors, surf boards and a hula girl appear on the truck and website. Island-themed yellows and ocean blues make the label, clothing, menu and truck itself, which is designed to look like a beach bum van (the kind that house surfing hippies).
The food truck industry is worth over $1 billion dollars, and brands like these have found a way to stand out and cash in.
United Reprographics wraps food trucks helping you build your culinary empire! Contact us today for a free consultation.
These three tips will set you up for sure fire design success!
It can be tempting to make your ads – be they print or digital – as bright and eye-catching as possible by using bold colors and crazy fonts. But take a moment to consider the most iconic brands and how they use color: Coca-Cola, Pepsi, Apple, Nike. They use simplicity and consistent colors surrounding a simple design, to make their point and communicate their message. The human eye is drawn to white space and by surrounding a simple, striking image or brand with a clear color or two, you can capture people’s attention. Resist the temptation to overwhelm your audience with colors, Instead focus on attracting them with its careful use. You may also want to run your color choices through a color palette to ensure they are complementary. Such clean, smart, and eye-pleasing design naturally gives your audience a positive sense of your company and your culture.
Message Through Design
Just as clean, consistent color can convey that a company is full of organized, intelligent, and serious people, a well-designed logo can also give customers a sense of your values and your product or service. Spend some time brainstorming a great logo and brand name representation, then bring your ideas to a graphic designer to see if he/she can help refine your concept. This process will likely take a few weeks and you’ll go through many iterations. This is definitely something worth bringing to an expert to help you refine and perfect.
Emotion in the Tagline
Many companies master the importance of color and strong design, but forget to perfect the tagline. A tagline is a great place to tap into the power of human emotion and convey a defining quality of your company, your personnel, and your ethos. Consider how McDonald’s built the value of their tagline “I’m lovin’ it.” Not only does it focus on a positive emotion, they turned a customer testimonial – a powerful tool in its own right – into a tagline. So be creative and bold, with your own.
Remember, too, that it is okay to periodically revisit all of these design elements, even if you are an established business. Launching your new look, logo, tagline, or color scheme is a powerful marketing tool, and one that people respond to with enthusiasm. You don’t want to rebrand every year, but it is fine to update your look every 7-10 years. In fact, investing in improved design for your business is a subtle way of showing your customers that you care to stay up-to-date, are aware of what is going on around you, and you’re focused on them. It’s a win-win, so take advantage of it!
When it comes to employing a time-tested, power-packed marketing tool, you would be hard pressed to find one as efficient as the brochure.
A brochure in its simplest form is a representation of your brand. They are like mini sales people who travel along with your prospects, allowing them to take in your marketing message at their leisure. Think of every time they pull out your brochure, as if they’re stepping into one of your storefronts to browse around.
When designed correctly these powerhouses have the ability to not only attract your target market, but to educate them about your company, your current product, and your plans for future projects. A well designed brochure is capable of breaking down barriers and drawing out new leads and then delivering that new business right to your digital or physical doorstep.
So, what does it take to design a brochure that works?
1. Understand that, like your marketing message, each brochure needs to be targeted.
While you can put together a general brochure that lays out who you are and what you do, the key to standing out in a crowd is to find a way to relay that special thing that makes you different.
Instead of going with a generic or generally themed brochure, define each of the areas in your client’s lives that your products help to improve. Then, based on those benefits, you can purpose a separate brochure to target each of those micro-audiences specifically.
2. If you haven’t done so yet, define your brand.
Use the attention capturing color scheme, the same images or image styles, and your unique logo to create consistency in your brochure message.
3. Know your competition and your budget going in.
Your brochure will doubtfully be the only one passing through your target customers’ hands. Know your competition, understand their brand positioning, and familiarize yourself with their marketing efforts.
The great thing about a brochure is that this cost-effective piece of marketing collateral, when produced well, can easily level the playing field and allow you to present your organization as equal to the competition in a way that you may not be able to achieve with more expensive mass media. Few small businesses can afford to produce a slick television ad, but everyone can find the budget to create a quality brochure.
Knowing your target audience and its general size is one of the key components in running a successful business. Not only does it allow you to project possible earnings, it allows you to determine just how many of your new brochures you’ll need to print. Also, don’t be afraid to test market your pieces by running several different versions of your brochure and going with the one that produces the best overall response.
4. Quality marketing produces quality leads, keep this in mind when developing your imagery.
Finally, you want to be sure that your marketing piece relays your message in a way that doesn’t turn off your audience. If you use unflattering, poor quality, or boring images in your piece, then you may negate all the hard work you’ve put into creating a lead generating brochure. This rule applies to the text you use as well.
If it’s in the budget, put a photographer or graphic designer to work creating the unique images you imagine will represent your message in the best possible light. If your budget only allows for stock photos or graphics, look for ones that don’t look or feel like they are stock. Seek out images with unique angles and clean effects that catch the eye.
The same thing goes with the text you use. You need to be able to speak through your brochure in a way that pinpoints your message and clearly communicates your call-to-action so your potential customer knows what step to take next, whether that’s to call you to schedule an appointment, visit your store to check out your sale, or visit your web site to download a demo.
Building a successful brand requires a coordinated effort. The goal is to secure a positive and lasting place in the minds of your target audience. “Brand consistency” is an important tool in these situations. This term refers to maintaining a uniform image and identity throughout your company and products. The consistency helps to keep your brand vivid and recognizable. The result of brand consistency is a cohesive and unified marketing front that gets real results. Here are 5 important aspects of branding consistency:
1. Consolidate your image and message.
Design a single logo that will translate well on a light or dark background. Pick a font that is unique and very legible. Write a catchy phrase that not only encompasses your brand mission, but is also concise, ambitious and difficult to forget. The product created in this step will determine the public perception of your brand so make sure your visuals and phrasing accurately represent your values.
2. Invest in branded communication tools.
An easy way to solidify your brand is to use a single source for your printed materials, especially your stationary package (custom letterhead, envelopes and business cards) and marketing materials (postcards, flyers, brochures, posters). Selecting a single printer for your entire organization will help ensure that your materials are printed using the correct ink and stock each time. Branded daily communication tools keep your concept fresh for customers as they receive your correspondence.
3. Develop a branded social media presence.
There is no doubt that social media has forever changed the way we handle business. Social media has the power to make or break many modern companies. Establish your brand presence online to give your business a voice and a clear position in the online chatter about your company. Make sure you jump into social media soon enough to acquire a user name that reflects your brand and make sure your logo is flexible enough to be noteworthy in the square shape that is used for most social media postings.
4. Power your branded documents using web-to-print document sourcing.
By working with your printing company to create online templates and pre-defined print specifications within a web-to-print portal, you can ensure that your documents always meet your brand standards. Eliminate the opportunity for renegade employees to change your logo color or typeset your company name in their favorite font by giving them the opportunity to easily order their printed materials through an online corporate print shop where they can edit the information you want them to be able to change, but cannot change the document features that have been established by the marketing department, such as colors, fonts, headlines, and images. By using a web-to-print storefront, you can be confident that employees are using the correct logo and style guide selections, ensuring that your brand remains consistent with all employee publications and communications.
5. Build up branded “infrastructure.”
Items like car wraps, window clings, floor decals, and large format banners take your brand beyond day-to-day communication. They establish a physical presence for your brand within your local community or even within your own building. This helps to create a positive brand experience for your employees and customers.
The business world is constantly changing and evolving. Companies run through marketing campaigns, public relations, and product expansion to stay relevant. Unfortunately those efforts are not always enough to keep up. Long-standing companies may have to come to terms with the fact that their brand is out-of-date. Rebranding allows a company to overhaul their public image and hopefully jump right back into healthy competition with other modern businesses. Rebranding can involve a logo redesign, philosophy changes, redirecting marketing efforts, and much more. You may be surprised to see what some of your favorite brands have evolved from. Here are a few examples of successful rebrands:
If you need to rebrand your company, use these 5 essential questions to help you through the process:
1. What prompted the need to alter the brand?
Answering this question will help pinpoint problems in the current branding strategy. This will also help you to make sure you’re not fixing something that isn’t broken. Rebranding comes with a fair share of risks so it’s not a practice to be used without cause.
2. Am I marketing to the same audience as before?
Your philosophy, location, and clientele may change over time. Take the time to assess if you’re aiming your efforts towards the areas where it will matter.
3. What do I want the new brand image to say about my business?
Your brand image should be the visual embodiment of your company philosophy. Research and study reactions to the new image to ensure the message will be clearly conveyed to the public.
4. What do I hope to accomplish with the new marketing direction?
Are you trying to refine/mature your business image or go in a completely new direction? Are you trying to increase sales in your current market or appeal to new demographics? Having specific goals for the new brand will help you to measure the success of your rebranding.
5. Can the new brand image stand the test of time?
Rebranding is a difficult process. You have to find the right imagery, statements, and marketing angle. You are also at the mercy of the consumers’ opinion. All these risks dictate that you should avoid rebranding often. Make sure your new brand image will last for years to come. Don’t use designs based on trends. Use style elements that have prevailed through time. Simple designs tend to have more staying power as well.
Just be careful about how your new image will be perceived by the public. Pepsi’s recent logo redesign is a great example of this concept: