tierra urbana
2024
Food trucks can lack visibility, provide unhealthy and unaffordable options and serve one purpose - to provide food, but I thought 'what if they could do something more meaningful at the end of a night out?'. With Tierra Urbana, you are paying for quality at a truck that stands out and offers an interactive community experience that brings people together around the known artistic culture of Denver.
Experience & Touchpoints
The back of the truck serves as a chalkboard for a nightly changing mural to emulate the mural culture of the city, exciting nightlife-goers with an avenue for fun creative expression and conversation. While stuck in bars, the app provides the option to order ahead, and social media provides updates for wall themes and questions.
Brand Identity
The typography draws some inspiration from the recognizable graffiti culture of RiNo, and the solid, brightly colored truck with minimal, vibrant graphics stands out among crowded, muted trucks at night, finding its place within the modern bar scene.Â
Food truck branding identity