In 2017 Chef Moe, a young pharmacy student with a passion for cooking, approached Usul Design to help bring his dream to life. What was once a delivery vehicle, became a food truck retro-fitted with a state of the art kitchen. We were tasked with unifying a design idea rooted in a brand truth, which would drive the brand’s aesthetic and inspire the tone of the overall creative work. 

Chef Moe’s concept is a fusion of flavors from around the Mediterranean. From Morocco to Lebanon, Greece to Yemen, the food truck would need a name inspired from these regions as well as the mobility aspect. Thus we developed the name Caravan Cafe and built a brand story that would manifest upon the exterior of the vehicle as well as the touch points that would support its operation. This was truly one of our most exciting projects to date.