Gray Duck Concessions
A branding project
Gray Duck Concessions is a growing Midwestern food truck business that brings playful energy and hometown flavor to local fairs and community events. When I took on this branding project, the goal was clear: create a visual identity that feels fresh, memorable, and distinctly Minnesotan.
Rather than simply designing a logo, I set out to build a story - one that captures the fun, nostalgic feeling of sweet treats and community gatherings. The result is a cheerful, modern brand that invites people in and celebrates the spirit of local food culture.
The design process began with a deep dive into what makes Midwestern food truck culture special - approachable, vibrant, and rooted in authenticity. I wanted the logo to embody that sense of joy while still feeling clean and professional.
The pink and light blue color palette became the heart of the brand.
This combination feels inviting and instantly recognizable. It captures the nostalgia of classic concession stands while giving it a modern, Instagram-ready twist.
The logo itself was developed through multiple sketch rounds, concept refinements, and collaborative feedback with the owners. Each iteration helped clarify how the brand should feel — playful but confident, homegrown but polished.
The deliberate choice of pink and light blue was crucial in setting Gray Duck Concessions apart, creating an immediate, mouthwatering connection to the sweet treats they offer, and tapping directly into the sensory experiences of their target audience.
Once the logo and color direction were set, I translated the brand into a full vehicle wrap design that transformed the truck into a mobile billboard. The goal was to create something eye-catching from a distance, but still refined up close.
Through competitive research, I analyzed how other regional food trucks used color, typography, and illustration. Most leaned on primary colors and dense graphics, so I intentionally chose a cleaner, more spacious layout. This allowed the logo and colors to take center stage, making the truck stand out naturally without visual clutter.
Functionality was equally important - the design had to work with the truck's serving windows, signage, and daily operations. The final wrap balances aesthetic impact with real-world usability, ensuring Gray Duck's brand presence is as strong on the road.
To extend the brand beyond the truck, I designed shirts and hats for staff that carry the same bright, playful identity. Each piece blends practicality with personality, featuring the signature pink-and-blue palette and bold logo.
These items not only unify the team visually but also reinforce the approachable, upbeat energy that defines Gray Duck Concessions. They turn everyday workwear into a moving extension of the brand — friendly, fun, and unmistakably local.