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Chicago Food Truck

Create a visual marketing campaign for a food truck spin-off for Bayan Ko.

Marketing Design
February 27, 2023

Project Brief

A popular neighborhood restaurant in Chicago, Bayan Ko, is kicking off a new big initiative: a food truck. Bayon Ko is a well-known fusion style restaurant combing Filipino and Cuban dishes. They plan to use it in circulation during the week and reserve it for private events on the weekends. Most importantly, the owners has asked for a system or way of displaying the trucks location when its in use throughout the city. They plan to utilize social media, but has also asked for other options, whether that means using another app like Toast or developing a simple mobile-friendly marketing site. The majority of the customers that they suspect will be interested in tracking or ordering from the truck via mobile, will likely be local and have some knowledge about the food truck.

The truck will be supported by the main restaurant and will likely be parked on-display out front when not in use. The main restaurant is in the Lincoln Square neighborhood, which is dog friendly, walkable, and local. There are a few other prominent restaurants and breweries nearby, including Goose Island. The restaurant is listed on websites like Eater.com and gets a steady stream of tourist traffic as a result.

The owners has expressed that they are open to out-of-the-box marketing or partnership ideas that could help positively impact the launch of the food truck initiative. They also asked for some thoughts and updates to the restaurants existing brand.

Trademark Disclaimer: The brands featured on this site are for educational and reference purposes only and are not affiliated with creativebriefs.xyz. Any events, products, brand-names, or marketing strategies are completely fictitious and don't reflect opinions or strategies of the featured brand.

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Target Audience

Locals
Description:
Mostly a mix of local foodies and craft beer lovers. Mix of folks ranging from people who frequent after their workout or runs to Thursday-night DND tournaments.
Age:
16 - 55
Language:
Primarily English
Tourists
Description:
Mostly people who are visiting Chicago and have ventured into the less-touristy neighborhoods.
Age:
20 - 40
Language:
Primarily English, Spanish

Stuff To Create

Below is a list of suggested deliverables that could be created.

1
Food Truck Wrap Design

The client has expressed interest in a bight and fun food truck that relates to the existing brand.

Client asked for a few specific views:

  1. View from sidewalk approaching from front.
  2. View from sidewalk approaching from rear.
  3. Close up standing in front of ordering window with menu in view.
2
Menu for Food Truck

The client has requested a physical and online (mobile) menu. They also plan to put the menu items on the side of the food truck. Additionally, a QR code should be implemented.

3
Food Truck Campaign Graphics

To help support the launch of the truck, a few assets have been requested:

  • Social Media Banners
  • Social Post Graphics (Square & Vertical, Still or GIF)
  • Email Newsletter Layout
4
Campaign Website with Map

As mentioned in the brief, the owners would like the ability to showcase where and when the truck will be serving customers around Chicago. This should be a mobile-first design.

  • Desktop & Mobile Breakpoints

5
Food Packaging

Bayan Ko is a environmentally conscience restaurant and would like the design of the cups, napkins, and food trays to reflect that.

helpful bits

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Designing Food Truck Wraps

Designing vehicle wraps can be a challenging task, as there are several factors to consider, including:

  • Shape of the vehicle: The shape and size of the vehicle will greatly impact the design of the wrap. It's important to consider the contours of the vehicle and how the design will flow with them to create an eye-catching and cohesive look.
  • Distance of visibility: A well-designed vehicle wrap should be easily recognizable and readable from a distance. It's important to consider how the design will look from afar to ensure it's attention-grabbing and effective in promoting your brand.
  • In motion vs. parked: It's also essential to consider how the vehicle wrap will look when the vehicle is in motion versus when it's parked. Your design should be able to convey your message and capture attention whether the vehicle is moving or stationary.
Menu Tips
  • Organize The Menu: The menu should be well-organized and easy to navigate. Group similar items together and consider arranging items in order of popularity, price, or category to make it easier for customers.
  • Include Creative Visuals: Incorporate brand-related photographs or illustrations of the drinks to entice customers and make your menu more visually appealing. Consider using a consistent style and color scheme to create a cohesive look throughout your menu.
  • Highlight your signature items: Use design elements such as colors, fonts, and graphics to highlight your restaurant's signature dishes or drinks.
  • Consider readability: Use fonts that are easy to read, especially for customers with visual impairments or in low-light settings. Avoid using fonts that are too small or decorative, and use contrasting colors to make the text stand out.
Things to remember when creating packaging.
  1. Prioritize simplicity and clarity: Your packaging design should clearly communicate what the product is and what it offers. Keep the design simple and avoid cluttered or confusing layouts that could turn potential customers away. Use fonts and colors that are easy to read and understand.
  2. Focus on your target audience: Consider the preferences of your target audience. Use colors, fonts, and imagery that will appeal to their interests and make the product more attractive to them. For example, if your target audience is children, you may want to use bright and playful colors, whereas if your target audience is adults, you may want to use more sophisticated and subtle tones.
  3. Stand out on the shelf: With so many products competing for attention on store shelves, it's important to make your packaging design stand out. Use eye-catching colors, unique design elements, and creative copy to grab the attention of potential customers. Consider incorporating distinctive brand elements, such as logos or taglines, to help build brand recognition and loyalty.

Typical Website Breakpoints

Well designed websites need to consider many devices and screen widths. In order to show stakeholders what a website will look like on a desktop or laptop, tablet, and mobile device, designers typically use "breakpoints" for each group.

  • Wide Desktop: > 1281px
  • Standard Desktop: 992px - 1280px
  • Tablet: 991px - 768px
  • Mobile Landscape: 767px - 480px
  • Mobile Portrait: < 479px

Stuff To Practice

Each creative brief is crafted to help you refine some crucial abilities and skills of any marketing or brand designer.

Ideation & Execution
Ideation & Execution refers to the process of coming up with creative ideas and then turning those ideas into actual designs. For a marketing designer, ideation & execution is a critical aspect of their role as they must not only generate creative ideas but also bring them to life in a way that effectively communicates the intended message and meets the needs of the target audience.
Brand Consistency
Brand consistency refers to maintaining a consistent look, feel, tone, and messaging across all elements of a company's visual and written communication. It helps build recognition, trust, and a professional image with customers and reinforces the company's message, making it easier to stand out in the marketplace.
Type Pairing & Styling
Type pairing & styling refers to the selection and combination of different fonts and styles in a design. For a marketing designer, type pairing & styling is an important aspect of design as it helps create a visual hierarchy and reinforce the intended tone and message of the design. The right type pairing & styling can make a design more impactful and memorable, helping to engage and inform the target audience.

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Image Disclaimer: The images used on this website may be subject to copyright, and are used under the doctrine of 'Fair Use' for the purpose of education, research, and teaching. We do not claim ownership of these images, and all rights belong to their respective owners.
Trademark Disclaimer: The brands featured on this site are for educational and reference purposes only and are not affiliated with creativebriefs.xyz. Any events, products, brand-names, or marketing strategies are completely fictitious and don't reflect opinions or strategies of the featured brand.
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Created by George Little