There are already plenty of food trucks that feed thousands of people on daily basis and most of them provide a wide variety of lunch and dinner options, but not many tend to cater to the early bird crowd. Out of 37 hottest Bay Area food trucks, only 4 are dessert oriented (crepes, cupcakes and one donut truck); all other mobile eateries are mainly focused on delivering quick and semi-portable dishes like pizza, burgers, tacos, etc. So what exactly will make yet another food truck so unique?
First, I set up some challenges for myself. I wanted this brand to be bold, simple and use a limited, 2 color palette. The menu should be a reflection of the brand, so I reduced it to only 1 item (not counting the beverages). Lastly, I narrowed down my target market to cater to the morning crowd as opposed to lunch or dinner.
The goal is to provide a delightful experience that becomes a part of a morning routine that builds consistency and loyalty. Perhaps, it can be a quick escape or a sweet reward. Whatever it is, it has to be quick, easy and not disrupt your day but become a part of it.
The idea of a fresh donut and a rich cup of coffee sounds like a delightful treat. That is exactly what I want DOZEN to feel like.
Brand colors are an important part of the overall identity of the company. They subliminally communicate what the company is all about on glance. I came to a decision to use Purple and Pink because I wanted the brand to be playful and fun. Pink embodies lively and fun spirit and also hints at the sweet nature of the products that are being sold. Purple gives off an imaginative and luxurious feel, it also invokes a sense of magic and mystery.
I imagined the app to be a simple platform that shows all available trucks within your area for a convenient pre-order and pick up service. The interface would mainly consist of a geo-located map and a pull up menu, specific to a selected food truck. The entire ordering process would take about 3 clicks. Fast, easy and convenient.