Stuf’d is a New York-based food truck selling sweet and savory stuffed french toast.

The goal was to create elements that would be interchangeable, recognizable, and fun to look at for a customer standing in line. The hand-drawn illustrations bring personality to a brand that prides itself on high-quality, made-to-order, food.

In such a competitive industry, a truck has to fill the tall order of appealing to a wide audience while making its mark. The bold illustrations against white contrasts with the palettes of competitors and makes the truck stand out in the concrete jungle of New York City.