The Grilled Cheese Truck

In the last 5 years we have seen and explosion of great food trucks all through Los Angeles. All these trucks have specific design that are meant to catch the attention of anyone in the streets as they are zooming by. The most interesting one is that Grilled Cheese Truck. Of course its the food that makes it most memorable, but the design is what encourages the public to approach the food trucks.

The grilled Cheese truck is painted bright yellow, so of course its going to catch everyone's attention. Besides the color we see a flood of cheese everywhere and the design of the truck gushing cheese by the tire. That clever little mark is very appealing as it leaves the customer with that idea that cheese is going to gush out when you bite the sandwich. Everyone loves overwhelming amounts of cheese in their grill cheese. Another detail is how type was played with. It is in bubbly letters and reminds me of that yellow cheese that's in a can. These little details I really admire.

I do have and issue with the logo they have. The logo has a truck coming out of a grill cheese sandwich. I don't agree with a truck being drawn on the side of the Truck, the reason for this is, we know its a truck, and the name is "The Grilled Cheese Truck". With that said we don't need a picture depicting those exact nouns, it just too much and too literal, as designers we should be able to think past the obvious and dig mentally to create something clever and not literal. Another issue is that the truck drawn is white, but the grilled cheese truck is yellow.

A quick solution could be to add the color brown to represent the bread. Or even incorporate the textures seen when you grill a cheese sandwich. The design is interesting but I feel a lot could be said without saying too much.