How do you create a brand that ignites a cult following? How can you inspire fans and help them become fanatics? How do you help a startup break into an over-cluttered market?
Kaboom Foodtruck is a grassroots food and beverage startup that is bringing the food truck phenomenon to areas of the US that typically don’t experience food trucks as often as our urban or metropolitan areas. Kaboom serves healthy Kabobs with homemade sauces and marinades with locally sourced ingredients.
The convenience of food truck eating is just that: it’s convenient. Food trucks go where people are, and many of them depend on a high level of pedestrian traffic. Kaboom decided to target towns that have a low walkability score, and needed their brand to drive that traffic for them.
We helped the team at Kaboom define their brand by first identifying a tribe of people to nurture. Kaboom’s brand was designed to appeal to urban transplant: those who have moved away from a bigger city in order to start or grow a family, but miss that big-city buzz. After thoroughly understanding what their customers were seeking, we developed brand messaging, a concrete visual identity system, soft collateral, packaging, and a website (which will be launching soon). We even were able to design their truck wrap, which was hand-painted by a local artisan.
Kaboom Foodtruck exploded. Their customers follow them wherever they decide to set up – some even driving several hours to eat from their favorite truck. They are actively sought out on social media, and we’re working with them to grow other brand extensions like their incredible catering service.
How do you create fanatics?
Identity, Packaging, Collateral