SoBo Food Truck


Redefine the “Mexican” food truck and farm to table concept.

Scope of Project

Design Strategy

Identity Design

Truck Design

Menu Design and Production

T-shirt Design

Website Design and Development


Can a “Mexican” food truck break the mold and be more than the cliché “roach coach?” Can a food truck celebrate a Mexican heritage and a responsible farming culture? Is it possible to do all this and still have fun?


A thoughtful design that centers around a stylized Calavera (sugar skull). Similar to the art prominently featured in Dia De Los Muertos celebrations throughout Mexico and Central America. 

Original Concept Designs

Original Truck Mock-Ups

ready to go beyond?

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Colorful rocketship