Hasta La Ideas

Arepabox is a food truck that serves delicious arepas while rolling in and around Miami.

An arepa is a dish made of ground corn dough, filled with a variety of cheeses, fish, meat, and/or vegetables.
It is popular in many latin-american countries.

Last year Miami witnessed a tremendous explosion of food trucks.
Sometimes these trucks gather in friendly food festivals where they park next to each other.

You can find almost any type of food carts, from hamburgers, to greek, to peruvian, or mexican.
Starting October 2011 there is an arepa truck in town!

The brief was simple yet demanding:
Create a very colorful truck with latin flavor that is different graphically from the other trucks operating in the area.
It had to stand out.

I came up with a clash of two styles. Very graphic icons for the food, and a handdrawn almost naive drawing of signs.

All lettering is hand drawn. The P and the B push the frame around the name creating a box.
Food colors are simple and flat, but the blue background is very ambiguos.
It transforms depending on how the sun hits it.

The lettering signs comunicate service, ingredients, and quality.

Detail of the lettering

Detail of the lettering

I’m very happy with the results.
You can see it coming from a mile away.
Thanks to Pedro, Elizabeth, and Carlos for an awesome project.