Case Study

Roll Call

Food and Beverage

2020

Branding

Illustration

Photography

Strategy

Roll Call is the mobile food truck of the Gettin' Fresh catering brand. While the leadership team wanted to keep the current, established branding for the catering side of the business, they wanted the new positioning of the food truck side of the business to have a different attitude since they were catering to two different markets. The food truck side of the business is now branded as "Roll Call", the loud-mouthed, younger, mischievous brother to the Gettin' Fresh catering brand. This is a place where they can experiment and try out new and unique recipes to potentially use for the Gettin' Fresh rotating seasonal menus.

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Verken was brought on as a consultant early on in the conceptual phase to help decide what personality this new entity would take on. We realized it would be best to create something that was totally opposite of the Gettin' Fresh brand. Something that was in your face, street-food inspired, and wasn't afraid to stand out. From here Veken created the first two rounds of identity concepts and handed it off to the in-house team to round out and implement.

The result of the partnership between Verken and the in-house team was a success. The identity was slightly toned down to fit to the markets of weddings, local farmers markets, and corporate catering.

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Some BTS and extras for you.

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Working with brands that speak what's on their minds and don't care what others think is almost therapeutic. It results in something that is authentic and real. Two things that are often hard to come by these days.

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Camila Davi