Objective: Create a brand identity for a hypothetical food truck vendor in downtown Vancouver.
Research: Market research consisted from a customer survey component and a market competitors analysis. Surveyed food truck customers indicated a strong preference for healthy vegan, vegetarian, and local organic food options. However, 4 out of 5 top food trucks (based on a number of social media followers) can be classified as “Comfort Food”, serving BBQ, hot dogs and fish and chips. The contradiction can be explained when observing food truck customers in real life. Food truck fare is an experience, a special treat and a reward. It’s a chance for positive interaction with strangers outside of one’s office or classroom. Preliminary market research refined branding objectives to create a brand that communicates the food’s homemade quality and provides a memorable experience.
Brand Identity: Tiger Mother. Tough Love, Good Food.
Tiger Mother brand plays off the concept of an overbearing Asian “Tiger Mother” that monitors all aspects of her children’s lives in order for them to become successful professionals. She’s ever watchful of their education, extracurricular activities, and professional growth. To empower their success she feeds her kids with the highest quality healthy food and then rushes them out onto their next tutor lesson or to a corporate meeting.
The food truck simulates Tiger Mother’s kitchen and personality. It’s squeaky clean and seemingly Zen, but Tiger Mother’s ever watchful presence is always felt by her children – the truck customers.
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