Mi Casa Food Truck

Pulp Fiction inspired food truck specialising in American street food

Opportunity

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.

Challenge

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.

Design aesthetics

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.

Creative outcomes

Want to see more feature projects?

Follow us on socials

Experience what it’s like to be in the design hot-seat by following us on Facebook and Instagram. We love to share creative insight and behind-the-scenes project processes.

/tondocreative

/tondocreative

Discover great resources

There are so many useful tools available in the big-wide-world of web, so we have put together a resource hub featuring our favourite freebies.

© 2020 Tondo Creative  |  Where art & design meet  |  T&C’s  |  hello@tondo.com.au