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.

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 color of Chz Plz’s logo is interchangeable and can be used in many different ways.

Chz Plz has a suite of business cards with interchangeable colors. The cards are double sided and measure 3.15 x 2”.

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 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 Chz Plz chefs wear t-shirts as uniforms. These shirts are also purchasable for lovers of Chz Plz!

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!

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