Approached to brand up a food truck that needed to stand out amongst the plethora of food trucks that had taken over the Dubai beaches and events. Most of the trucks that were operating, made use of black and white, very minimal and contemporary branding so we changed it up with a bright yellow aesthetic, offset against a rich blue.
The brand promise of “Happiness on Wheels” really came across with the colour palette, the nostalgic “Ben Day Dots” and hand drawn illustrations, showing people from all walks of life that might attend any of the truck’s events.
The truck itself was a vintage Citroen van with wood panelling. It has a very nostalgic appeal and was a factor in going down a nostalgic branding and naming route. Another factor was that all the sauces were home made and so the sketched out quality of the drawings gave the truck more of a ‘by-hand’ impression.
The success of the brand depended largely on its social media presence and so a low-budget shoot was scheduled every 6 weeks in different outdoor around Dubai. Although creative shoots were a lot of fun and on-brand, we found that food images were what really nailed the online presence for Yellow Brick Rd.