Coffee Boiler
Mornings like a cowboy
For this project we had to develop a brand identity, packaging system, and food truck design. The packaging had to be designed for “on the go” and be for optimal storage in a confined food truck environment (packaging must lie flat, or be nesting).
Branding
The Coffee Broiler is a Western American Breakfast and Coffee inspired Food Truck. The identity is based off of cattle ranch brands and the good ole’ American Cowboy. I wanted this brand to emphasize the cowboy culture and by doing so, I used a muted, desert inspired color palette and common western motifs such as a cactus and cowboy hat in the brand pattern.
Packaging
Cowboys are known for many things, and one of them is their sayings. I wanted to bring these well known sayings into my copywriting, but add my own twist to them to fit the food-truck branding. For example, instead of “slower than molasses,” I use “faster than molasses,” to indicate that the Coffee Boiler has fast service.
My packaging items include:
A box for pancakes/french toast
Two coffee cups
A tray with a bag cover
Two bowls with covers
A carrier that carries all items together
Food Truck
For the food truck design, I wanted to utilize by brand elements and slogan, “Mornings like a cowboy,” to catch viewers’ attention. I also use the window side of the truck to display the menu, that way even when the truck would be closed, customers could still see the menu and what is offered.
