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How does a Kansas City design agency get hired by an Indian food brand based in Trinidad and Tobago? For the Papadums Go-Go Gourmet project, that unlikely turn of events was simply par for the course.
By Terri Stone – Matt Wegerer is the founder of Whiskey Design. He’s not afraid of risk, so when the email came asking for a food-truck design for the Caribbean start-up, he didn’t blink an eye. “The client had some great recipes and he was doing some food-service stuff,” Wegerer says, “and before he went all in with brick and mortar, he wanted to build a fan base and work out the kinks through a food truck.

In Trinidad and Tobago, those don’t really exist.” And that’s how the geographically unlikely relationship came to be: The client searched the internet for “cool food truck design” and stumbled on the Rocket Pizza Truck in Whiskey Design’s portfolio.

Wegerer and Micah Barta, Whiskey’s art director and illustrator, jumped into the Papadums challenge. Because the client didn’t have a visual identity, the duo had to build the brand from scratch.

The brief for that was, um, brief. “They basically said, ‘You guys just do what you do,'” Wegerer recalls.

However, the lack of direction didn’t indicate a lack of vision. Wegerer says, “He told us to make it scalable—that they were starting with the food truck, but we should make something that works when they have 50 stores.”

Eventually, the project encompassed the logo, food truck, to-go bags, food packaging for markets, and more.

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While a bare-bones brief may sound freeing, it has its own challenges. more>

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