In April 2014 we were asked by John Thompson, the owner of Juice Burger, to update and re-brand the truck. Juice Burger was food truck that sold local, organic, grass fed burgers, made fries with Maine potatoes, ran on propane, and generally tried to be as sustainable as possible. His biggest problem was that the truck was painted matte black with no graphics and looked super creepy.
We came up with an all-over pattern for the truck that gave it some personality while highlighting the mission and ingredients. The truck needed to be less creepy and more approachable. The pattern continued over to other collateral like business cards, the website, and the to-go burger wraps.
The truck did so damn well the proprietor sold it to a farm to table restaurant two years later. Unfortunately the "free burgers for life" part of our contract did not carry over to the new owners.