Roc Fries Food Truck
Brand Development | Business Collateral
Roc Fries is a food truck based in Rochester, NY, serving a wide variety of fries. To create a playful and engaging brand image, my team and I used vibrant primary colors and illustrative patterns. We also created our own typeface to use for the logo and menu items, adding to the fun style. To capture the fun and lively spirit of Rochester, we designed our truck to resemble a blackboard with chalk-like illustrations of the menu items.
Creative Process – What is your reasoning behind these design choices?
Decided to keep the logo simple, landing on a fries box, to make it perfectly clear what we our selling.
Utilized a chalk-like style to keep the brand playful and engaging. Each illustration was also inspired from Roc Fries menu items.
Use multiple campaigns to promote the truck
Make Your Mark- Inviting customers to sign part of the truck after purchasing fries
University Tour- Targeting college students by traveling to a different university each day
Street Food Festival- Promoting a local festival with food, live music, and vendorsRed is a popular choice in fast food branding, but to stand out while maintaining a bold and vibrant aesthetic, we’ve paired it with yellow and blue for a fresh, dynamic twist.
Collaborated effectively with a group of four, fostering strong communication and teamwork to successfully achieve our shared goals.