identity, Product design

Chenchita’s Lonchera

Chenchita’s Lonchera is a Lincoln family owned and operated canteen food truck company that offers a Mexican inspired lunch service to construction sites in any city they operate in. The food is a healthy take on traditional Mexican cuisine without leaving out the flavor. With their fast canteen trucks, branded disposable cutlery, they provide an affordable way to have lunch.

The purpose of the branding was to stand out in more cities they expanded into. A candy story color pallet was used but with a masculine touch including a dominate blue color. Creating a community surrounding each foodtruck, a new punch card service was created. Like an ice cream truck too children, a lunchtime foodtruck for blue collar-workers, Chenchita’s needed a quick eye-catching truck that can come to job sites so that the workers didn’t have to travel far.

Design

The design is a delightfully cheery rustic feeling of coming home to a meal after a long day of work. As well as being an eye-catching bold fusion of Mexico’s landscape on wheels from far away. This will make the audience feel like they’re on a true lunch break and with the western tone can bring any customer down south for the real deal.

Learning

Two things needed to be tackled, having the design not be so feminine despite using such bright colors as well as including a Spanish first focus on components with text. The design’s color pallet takes inspiration from candy stores seen in Mexico. Colors which by themselves can take on a different audience, as well as the feminine mascot included. A blue and navy color were introduced to balance it all out. The bright colors only being used in small details. Taking the literally blue out of the collar worker customer. A Bilingual approach was taken in the menu pamphlet, layouts being tricky when the english translation turned out to be longer or shorter. This was important to tackle as language barriers can scare off customers.