FK Frozen Custard food truck branding

Why not continue the cartoony fun from yesterday? This time it’s for a custard food truck that was in desperate need of a rebrand. During successful and rapid growth, and found themselves in need of more than just a website.

By 2012, they became California’s first frozen custard food truck and one of the highest rated on Yelp. The company was growing fast and they came to Plinth to develop a new website. Along the way they realized that they needed to re-fresh their brand.

The agency guided them towards a more gourmet positioning without losing the playful nature of the original identity. Making smart moves like positioning it as “west coast style custard” was an excellent way to create a local feel without saying, “local.” Additionally, the highly graphic illustration styles elevated the look to be less mom-and-pop in exchange for better “pop.”  Topping it off with clever one-liners that allude to the quality of product seals the deal for an excellent brand with a differentiated messaging.

Designed by Plinth Agency
Photography by Waylan Choy

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