One brand.
All the good stuff.

A repeatable identity for trucks, trays, menus, and the next neighborhood.

The flavor palette

Talk like the truck.

Warm, quick, and a little ridiculous. Food first. Innuendo light. Everyone gets a seat. “Big flavor. Zero brakes.” is the core line.

Keep the system recognizable.

1. Use the whole wordmark for storefronts and truck sides. Give it clear space equal to one wheel on every side.
2. Use Outfit for bold headlines and friendly body copy. IBM Plex Mono handles route and menu details.
3. Keep six signature dogs, one common bun format, and a limited seasonal slot. Confirm recipes, allergens, suppliers, and procedures before opening.
4. Pair bold color fields with appetizing food images. Use the same mascot, racing stripes, and menu names across locations.

This is a creative brand foundation. Operational recipes, pricing, training, ownership review, and franchise documentation remain business-development work.