Food trucks are supposed to be fun. Eating food on the street … now, that’s fun. So it makes sense that Joshua Wills approached the project of branding for Denver’s Deluxe Street Food with the goal of creating a fun brand that can be transferred to a mobile restaurant. The name of the food truck isn’t overly clever, but it’s the work that Wills does with the truck’s appearance and the use of typography to really sell the Deluxe brand. Willis created the nickname “little orange rocket” for the bright orange truck and that’s simply asking for people to step right up and enjoy whatever they’re offering. Wills also capitalizes on a current trend of using words within a design to directly and literally spell out what the brand stands for or what the customer should feel. It turns the Deluxe truck into not just a moving advertisement, but also gives clear and influential reasons to a customer to walk up to the truck and eat.







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