• Award$500
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  • Creatives8

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Creative Brief

Who are you?

Localicious is a new San Francisco bay area (east bay) business selling fresh, healthy, locally-sourced lunches and dinners from custom designed and built food trucks. The food will be cooked to order in the truck, which is a fully equipped restaurant kitchen on wheels. We have direct relationships with local, organic farmers to source premium, farmers-market-quality ingredients.
Our food is all about featuring the best ingredients of each season.

What do you need?

We need the design of the graphics that will be on our prototype truck. The truck is our most visible and important marketing image. When someone sees the truck they should say awesome, I want to eat their food. It would be great if the design could expand the farm to plate connection that our logo evokes.
When people approach the truck they will come to the left side of the service window to place an order. They will pick up from the right side. It is important that the design helps our customers flow through the process (approaching the truck, waiting in line, ordering, waiting for their food, and picking up).
The graphics will be in the form of decals that will be applied to the painted truck. Right now the truck is white, and designs with a solid white base color will be given preference. However, we will consider painting the truck a different, solid color if we fall in love with your design. We pay by the square foot for the decal material, so using less is a big benefit, however were looking for a design that is holistic and will encompass the whole vehicle.

Who Is Your Audience?

We will be parking the truck in office parks and on the street in business districts. Our primary target is white-collar office workers, but we dont to appear too exclusive or expensive. Part of our mission is to change peoples relationship with food, no matter how much or little money they may have to spend, from the factory food that most people now eat to the wonderful food that is grown by our farmers.

Requirements

We Like These Examples

Our friend Gail runs Liba Falafel
http://www.libasf.com/locate.html
We love the organic shapes on her truck. Of course, we want ours to look different from hers.

We Absolutely Must Have

We Absolutely Must Have
-Localicious should be visible on all four sides of the truck. The logo font is pupcat, we like teen for text, but we are open to other fonts as well.
-On the service side (please see drawing notes):
-Our logo, eatlocalicious.com, a phone number
-space for a menu board
-our name and address on both sides of the truck, near the front wheels (this is a health dept. requirement, the name in letters at least 3 inches high, and the street name, city and zip at least 1 inch high)

If you'd like to incorporate a tag line you can use "seasonally inspired street food".

Materials

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