Sunnyside Food Truck Concept

Designer: Aubrey Dockery

This brand concept, including its brand voice, was built from the ground up in an effort to exercise our ability not only to collaborate, but to identify a gap in a particular market, and then build a brand that solves that gap in a way that is emotionally engaging for a target audience. Being rather well acquainted with the food truck scenes both in Raleigh, North Carolina as well as Washington, D.C., Aubrey and I felt that we wished there were more breakfast-themed options available in our respective markets. We wanted to capture the classic feeling and unique hospitality of a diner within the expression of a food truck while creating visuals and messaging that led customers to feel welcomed, cared for, and sent out with a fresh dose of positivity and energy from their experience.

Visually, our color scheme and font choices really carried the energy of that classic diner feeling, while our messaging aimed to capture modern verbiage (especially with Millennials and Gen-Z in mind) in a way that was both playful and catchy. Our pathos behind much of our messaging was to help customers feel welcomed and valued, to lead them to expect a sense of comfort when visiting Sunnyside.