Mac Shack is a food truck in Detroit, Michigan specializing in creative macaroni and cheese dishes and french fries with personality. After several internal ownership changes within the span of two years, nearly all brand assets were lost in the transition.
The only assets available were to be found in a hard-copy brochure and on their existing website and social media accounts, including copy and low resolution images. The previous website was outdated, not mobile-friendly, and used a poor print-to-web color translation. The client required a brand refresh with further definition, a new website, a stronger social media presence, all new photography, and various marketing collateral.
Branding and identity
Social media strategy
Social media campaigns
Magnetic menu board
Trailer (vehicle) wrap
Trailer menu signage
After recreating their logo in vector format, the full brand identity was given a fresh update. Richer colors were defined to match their existing materials and read consistently across the brand. The website was quickly recreated using a responsive template and all new product photos. Simple rack cards were designed in place of a brochure for distribution directly from the truck, and social media campaigns were implemented.
After a successful Phase I, the business expanded to add a second permanent location, which required an update of all materials including a new custom website, updated print, and several large-scale designs. Internal marketing and CRM processes were developed to support the expanded street food and catering services.