Pulp Fiction inspired food truck specialising in American street food
Dianne and Thomas Jones, head-chefs, founders and visionaries of Mi Casa have been in the South East Queensland food truck industry for over 20 years. They came to Tondo Creative seeking a complete cab-to-tailgate branding overhaul.
As die-hard fans of the 1994 American cult classic movie Pulp Fiction, the couple were heavily inspired by the film’s scene references of American diners, quirky characters and deliciously big heart-stopping burgers. They knew they had to cut-the-mustard with something completely un-seen in the local food truck arena and offer an experience which mirrored their extreme fandom.
There were a few challenges to overcome throughout the rebranding process of Mi Casa; let’s discuss how we challenged and overcame these obstacles.
Keeping it simple
An incredible business name should ideally be both meaningful and concise. Throughout the concept development phase of the logo redesign, we made the suggestion of shortening the name length of the original trading name. While still retaining its level of mystery, the shortened ‘Mi Casa’ trading name, sub-set with it’s industry-type (food truck) confidently secures their brand positioning.
The biggest draw-back of the original vehicle wrap was its lack of direct messaging in service. It was dark, not engaging and was subtly stamped with a Mexican-style watermark. Thomas expressed that they would often be asked for coffee, as the branding had a very Zarraffa Coffee-esque feel to it. Coffee wasn’t even a menu-item.
Moving forward our objective was to leverage the exact opposite design aesthetic; we conceptualised bold use of saturated comic book-style colours, larger-than-life references of Pulp Fiction inspired characters and placement of extremely obvious service-type imagery throughout. I’ll have a royale with cheese and fries thanks!
And just like the movie, this truck leaves a larger-than-life impression on it’s customers and food truck assembly.
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