No marketing tips. No "10 ways to grow your brand." Just honest notes on print production, identity work, and what it actually takes to brand a food truck that lasts.
AI image generators are getting impressive. They'll give you a logo in seconds that looks great on a phone screen. Then you take it to a print shop and find out it's a 72 DPI raster file that falls apart at anything over eight inches. Here's what's actually happening and why vector files aren't optional.
Read MoreEvery wrap project that goes sideways does so in the same place: the brief. Operators come in with a vibe, a color they like, and a reference photo from Instagram. That's not a brief. Here's the actual list of things your designer needs to do the job right.
Read MoreBad branding for a food truck isn't just an aesthetic problem. It's a business problem. An illegible menu board costs you orders. A logo that doesn't scale means reprinting everything the moment you grow. The math on doing it right the first time is straightforward — and it's not as expensive as you think.
Read MoreMost operators hand their files to a printer and trust the output. Some of the time that works. Some of the time you get a truck wrap where the rust color you approved on screen looks orange in sunlight. Here's the color conversation you should be having before you sign off on anything.
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