The Wurst Wagon
Developing a playful brand persona for a growing business’ latest acquisition: a food truck.
Brand Identity | Truck Design
My Role
Brand Persona | Visual Identity | Truck Design | Social Media | Merchandise | Print
Software
Illustrator | InDesign
About the Brand
The Wurst Wagon is brewery-stationed food truck that bridged the two mile gap between Menace Brewing and its sister restaurant/taproom by bringing the best of the wursts on The Local's menu to the brewery.
The Challenge
- Hoping to leverage their already robust food program at The Local and enhance the connection between their locations, the owners of Menace Industries purchased an “in-need-of-love” food truck to sell handmade sausages prepped in The Local’s kitchen.
- Now all they needed was to give it an exciting face that would be pair with the existing brand family’s playful, craft-oriented persona— on an efficient budget, of course!
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Strategy
After selecting the tongue in cheek name, we developed a brand around the character of "Link": a great sausage in a terrible broken wagon.
An emblem to the excellent bratwursts sold from the clunky truck, Link became the “face” of the brand applied across the truck, menus, and marketing.
The Solution
- The final brand was fun and casual to fit the relaxed brewery vibe, but polished enough to reflect the level of quality of the food.
- Visual identity aligned with the values and paired well with other brands and extended easily and memorably across touchpoints
- Wove playful micro-copy throughout customer touchpoints to draw in audiences and strengthen connection back to The Local
- Researched large scale print production methods and collaborated with vendors to develop a design solution that allowed the owners to paint the truck themselves and utilize vinyl decals instead of full wrap as a cost-saving initiative.
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