Smoken Aces servers American style BBQ. Their goal is to expand into a local chain.
The design of this food truck is reminiscent of a grill. The flame pattern on the front combined with the black on the back achieves this effect. A light smoke texture further enhances this look. Positioning the flames at the front, rather than the bottom, visually divides the truck into two distinct segments, allowing the logo's colors to stand out against the black background.
The logo placement on the window side is divided due to space limitations, ensuring "Smoken Ace's" is visible when the window is open and pulled up. The character in the logo creates the illusion of the pig inside the truck looking out. On the flat, non-window side, the design takes full advantage of the available space by making the logo as large as possible.
The takeout containers follows a similar design approach. The bottom of the box features a red flame pattern, while the top showcases an assortment of meats and vegetables. The large, centered logo draws attention due to the high color contrast. To manage printing costs, both white and plain brown cardboard options are available. This allows the restaurant to choose the material based on current profit margins and immediate needs.
A cardboard sleeve was chosen for the cup, reducing printing costs and allowing the restaurant to use any type of cup. This similar approach ties the two containers together and makes for constant branding.
As a food truck, space for production is limited. To fill space and add visual interest, imagery was included, which can also be found on the takeout box, reinforcing the restaurant's branding. A curled font was chosen for the header to match the logo font and distinguish the menu categories. A simple sans-serif font ensures easy legibility at both font sizes while being visually distinct, making it easy for viewers to differentiate between entrées and sides.
