Client: Grilled to the Mac
When: Feb 2020
Brief: Grilled to the Mac is a fixture on the Perth food-truck scene, however after 10 years of business the van was in need of a fresh paint job to draw attention to the business as it was getting lost amongst all the other food trucks at events. Kate, the owner of the truck, asked Fieldey to create something based on a dream she had: the logo (a sandwich with wheels) driving down a cheese road in a landscape that featured American icons that represented the types of food they have on offer.
Outcome: Fieldey was immediately drawn to the idea of a hot-rod sandwich which took the original logo and made it stand out and better reflect the American fast food scene whilst also representing the "to the mac (max)" ethos of the business. The design for the truck incorporated Kate's idea of the cheese road and icons, but then pushed it a step further by combining American hot-rod custom culture and the iconic art of Ed Roth. Fieldey chose the high-impact complimentary colours of sky blue and orange to make the artwork pop, and created new dynamic and bold hot-rod sandwiches and icons. Kate then asked Fieldey to create a new logo for the business based on the new sandwich icon that better reflected the new look. Feedback from events has been fantastic, with the truck being busier than ever and receiving a lot of great feedback about the new look.