23B Pollen Street, Cnr Crummer Road
Grey Lynn, Auckland, 1021
09 306 4140




The Food Truck is a popular television series following Chef Michael Van de Elzen as he attempts to make healthy alternatives to popular fast foods to sell from the back of his trusty Bedford truck. They recently opened the restaurant The Food Truck Garage. Our brief was clear. Create an brand identity for Two Head Productions to be used across media channels, the Bedford Truck and the Food Truck Garage restaurant location - to holistically promote the Food Truck brand.


We explored creative and art direction that boldly and humorously aligned with Michael's personality. The best part of his show and his brand - is him. The team brought multiple food-related, tv-show and host-driven themes to the execution. Our enthusiasm grew stronger and stronger as we worked with the team at Two Heads Productions to shape the brand identity around fun, ambition and family-friendly tones.



The result was a brand identity suite driven by a fun, highly-readable typeface, a color palette that took out the bourgeois and spoke to the people -and a cross-platform integration. The most profound result is the level of brand awareness created by the visual design identity. Anywhere Michael goes - the graphics wrapped around his truck have helped him land on the map.




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