DEATH BY COCOA FOOD TRUCK
SENIOR PROJECT
DELIVERABLES
Primary Logo
Food Truck Design
Menu
Micro Site
Social Media
2 Print Ads
Packaging that includes 3 cups, 2 boxes and one bag label
BACKGROUND
Death by Cocoa is a new alternative styled food truck that is stationed in Portland Oregon and specializes in hot chocolate. It takes the simple chocolate drink to a whole new level by implementing new flavors that are not commonly sold at your local grocery store.
Death by Cocoa was created for those that enjoy a warm drink, but do not gravitate towards coffee. The truck was designed in a way to stand out amongst possible competitors that may be stationed at the food carts in Portland. With its eclectic packaging, this will hopefully bring new customers and widen the demographic for food trucks.
TARGET AUDIENCE
Hot Chocolate is a drink for all to enjoy, but due to the branding of the company, the targeted demographic is young adults 18 years or older who prefer to drink hot chocolate over coffee. There is no age limit for the beverage itself, however the brand is not suited for those younger than eighteen as the topic of death is implemented into the brand.
OBJECTIVES
To independently research, design, and produce a logo, food truck mockup, micro site, social media, 2 printed advertisements, and packaging for Death by Cocoa food truck.
To produce a fully developed brand for Death by Cocoa that is cohesive across all deliverable components.
To make personal judgement on brand pieces and develop revisions on the project.
To use my skill set that I have developed in graphic design to create appropriate design pieces that stay on brand with all design components.
To create packaging with perfect craftsmanship.
To successfully present my project and explain all design components.
RESEARCH
When researching for Death by Cocoa, I needed to know how relevant food trucks were. The research showed that there are 35,512 food truck businesses in the United States today. The market size of the U.S. food truck industry is $1.16 billion, as of 2021. The population of food trucks has doubled since 2013.
When creating Death by Cocoa, I knew I wanted a bold, out of the box design for the entire brand. Due to the topic of death being implemented into it, I researched other brands that also shed some light on the same topic and found they were more common than I thought going into this. Most of the brands I researched were similar with their dark color palettes and their edgy type, so to make mine stand out, I chose a more vibrant color as well as a rounder typeface.
PROCESS
When creating a name for the food truck, I knew I wanted it to represent chocolate. “Death by Cocoa” is a play on words for the infamous cake - death by chocolate. This worked out in my favor because i had already had the logo of the melting marshmallow skull in my head.
FOOD TRUCK
I knew I wanted the food truck to be bold and loud so even if you saw it out the corner of your eye, you knew exactly what it was. I went through a couple color ranges for the truck, but chose to go with a bright pink.
PACKAGING
For the packaging, I wanted the cups to match the truck so if someone was out walking with one, the cup could be easily recognizable. I used the same textured pattern that is on the truck for the cup packaging.
LOGO
The Logo process was the longest one out of all the deliverables because I was challenged with illustrating a marshmallow to look as if it was melting. I also knew I wanted it to have a skull face to tie it back in with the “Death by Cocoa” name.
MENU
From the beginning, I knew what I wanted the menu to look like. I originally wanted the menu to be pink as well as the food truck, but later changed it to black.
ADVERTISEMENTS
For the advertisements, I went out of the box, and really implemented the idea of death and crime into them. I wanted the ads to get peoples attention and stand out against other beverage company advertisements.
