ABSURD Food Truck: Full Wrap and Rooftop Letters
The white ABSURD letters went on the roof, because the body was already taken up by a full wrap. From up there the name clears the heads of the queue and the cars parked alongside.
A food truck has no facade, but it does have a body, and that body is larger than any sign you would be allowed to hang on a wall. So we worked backwards: wrap the vehicle in one continuous artwork across the full side panels first, then decide where the name goes.
There was no room left for it on the body; the blue and yellow graphics would have swallowed the letters. So ABSURD went on the roof, in white 3D lettering. From up there the name clears the heads of the queue and the cars parked alongside, and it does not compete with the lit serving window in the evening.
The service window itself was kept clean: menu, prices and QR code are grouped in one block by the counter, so people read them from arm's length instead of scanning the whole side of the truck.
Services in this project