By: Jenessa Phillips
Hello! I am Jenessa Phillips, a senior majoring in Communications at Brigham Young University-Idaho. This semester, I had the opportunity to work on a project for a local food truck business, Big Papas Fries. This experience allowed me to apply the skills and knowledge I’ve acquired over my four years at BYUI.
Big Papas Fries is a food truck specializing in Belgian-style fries, which are double-cooked to achieve a soft center and crispy outside, just like in Belgium. Despite its success at regular venues, the business struggled to attract attention when moving to new locations. Without a permanent setup, they frequent various farmers’ markets to reach their customers.
The company’s branding was minimal, with just a black food truck, a black-and-white menu, and a basic logo. This minimalism extended to their social media and website presence.
After discussing with the client and understanding their goal of creating a high-end, sophisticated, casual, and event-focused brand, I decided to highlight their unique Belgian-inspired fries. I developed a PR Brand Guide to lay the foundation for a summer, European-styled brand that exudes sophistication for larger clients while remaining casual enough to appeal to everyday foodies at farmers’ markets. This mockup brand guide provides the owners with a flexible resource they can use as needed.
Working through this guide, I aimed to provide the client with a PR perspective on their business. Drawing from my experience at BYUI, I included a SWOT analysis and a competitor analysis to give the client a clear understanding of their brand’s current position and potential areas for improvement. These analyses offer insights into how Big Papas Fries compares to other brands and highlight its unique strengths.
To create a focused brand, I incorporated goals and objectives along with key messages and positioning. While a new logo and color scheme are important, the brand’s value diminishes if the company’s goals are not clearly defined. I wanted to solidify the company’s long-term aspirations, what it aims to provide to its customers, and its core values. This information was crucial in developing a new brand identity that aligns with the company’s vision.
The communication vehicles and strategies provided actionable steps for the client. By detailing the new positioning and look, I helped the client identify specific areas for improvement within their brand and understand how these elements interrelate.
The brand guide offers comprehensive information on what constitutes a brand, including its appearance, voice, and impact on the audience. I didn’t want to merely present a new brand design; I also wanted the client to understand how the brand would benefit them. I identified their target audience, conveyed the brand’s “vibe” through word lists, and proposed a new logo and color scheme to help them connect with their audience and reinforce the desired “vibe.”
To demonstrate the practical application of the new brand design, I created mockups of print handouts. These mockups show how the colors, logo, and graphics work together to create the company’s desired feel and atmosphere.
Lastly, I included a budget to outline the costs associated with the different aspects and equipment needed to finalize the brand. This budget covers new packaging, truck colors, and the truck menu, ensuring that the client understands the financial requirements for implementing the new brand design.