We’ll admit it. We like the unexpected. We like the delightful mutations that come out of fun experiments. Which is why we have become food truck design enthusiasts. Truck design foodies I guess you could say. A food truck is a movable wall of art that speaks to the revolutionary spirit of both chef and designer. Consider the cultural revolution going on at Chairman Bao.
What makes food trucks so appealing to designers? For one, you are handed a wall—or actually two walls—as canvasses. You get to think big. You get to think outside the… forget “box.” You get to think outside. Literally. Next, your work has to be impactful. Or you’re missing an opportunity, because you always have a captive audience. Waiting. Ordering. Eating. You have their attention. It’s showtime. It’s message time. Not a time to be discreet, bashful, or understated. Be the revolutionary. Let your graffiti flag fly. Of course, we have to thank the food truck owners who realize the design is their brand. And if their food is a symbol of the culture, a testimony to the people and food of the street, and is a revolution in the culinary arts, the food truck art should be a logical extension.
Short footnote: Cool Grey Matter was serendipitously introduced to the current food truck design culture from what started as a regular design project for a local food truck fleet. We dived into the food truck culture, peeled back the layers of the caramelized onion and found a rich body of creatives and work that blew us away. For us, the revolution has just started.