Cravings & warmth
A nod to cotton candy, shaved ice, and sweet summer memories.
01 — Project overview
Fresh, memorable, and distinctly Minnesotan
Gray Duck Concessions is a growing Midwestern food truck business that brings playful energy and hometown flavor to local fairs and community events.
When I took on this branding project, the goal was clear: create a visual identity that feels fresh, memorable, and distinctly Minnesotan.
Rather than simply designing a logo, I set out to build a story — one that captures the fun, nostalgic feeling of sweet treats and community gatherings. The result is a cheerful, modern brand that invites people in and celebrates the spirit of local food culture.
02 — Logo & color design
Playful but confident, homegrown but polished
The design process began with a deep dive into what makes Midwestern food truck culture special — approachable, vibrant, and rooted in authenticity. I wanted the logo to embody that sense of joy while still feeling clean and professional.
The logo was developed through multiple sketch rounds, concept refinements, and collaborative feedback with the owners. Each iteration helped clarify how the brand should feel.
The pink and light blue color palette became the heart of the brand.
Freshness & calm
Balances the palette with a friendly contrast that stands out among the sea of darker, bolder food truck brands.
This combination feels inviting and instantly recognizable. It captures the nostalgia of classic concession stands while giving it a modern, Instagram-ready twist — creating an immediate, mouthwatering connection to the sweet treats they offer.
03 — Food truck design
A mobile billboard
Once the logo and color direction were set, I translated the brand into a full vehicle wrap. The goal was to create something eye-catching from a distance, but still refined up close.
Through competitive research, I analyzed how other regional food trucks used color, typography, and illustration. Most leaned on primary colors and dense graphics, so I intentionally chose a cleaner, more spacious layout. This let the logo and colors take center stage, making the truck stand out naturally without visual clutter.
Functionality was equally important — the design had to work with the truck's serving windows, signage, and daily operations. The final wrap balances aesthetic impact with real-world usability.
04 — Branded apparel
Workwear with personality
To extend the brand beyond the truck, I designed shirts and hats for staff that carry the same bright, playful identity, featuring the signature pink-and-blue palette and bold logo.
These items unify the team visually and reinforce the approachable, upbeat energy that defines Gray Duck — turning everyday workwear into a moving extension of the brand.
05 — Conclusion
Smiles before the first bite
Leading the branding for Gray Duck Concessions was about more than bright colors and logos — it was about capturing joy and local pride in a way that feels both timeless and fresh.
By pairing a playful pink-and-blue palette with thoughtful, consistent design across the truck, apparel, and digital materials, I helped create a brand that feels approachable, confident, and unmistakably Minnesotan.
Gray Duck now stands out in the crowded world of food trucks as a brand that makes people smile before they even take a bite — and that's exactly the kind of design impact I strive for.
Next project — 08
Assorted Works →