Food Truck Revamp

Kate, the owner of Grilled to the Mac, one of Perth's best-loved food trucks, invited me to collaborate on the redesign of her iconic van. After 10 years in business, Kate knew it was time for a refresh – something bold and eye-catching that would capture the essence of the business and get people talking.

The design was inspired by a dream Kate had. Picture this: a sandwich with wheels, driving down a cheese road through a landscape filled with American icons that reflected the delicious fast food Grilled to the Mac serves.

I immediately gravitated towards the idea of a hot-rod sandwich – something that would make the original logo stand out and align more with the high-energy, fun vibe of the American fast food culture, while still echoing Grilled to the Mac’s ethos: “to the mac (max).” I set to work, pushing the concept further by blending in elements of classic American hot-rod culture and drawing inspiration from the legendary Ed Roth’s artwork.