Concept, Art Direction & Brand Experience

One Immersive Brand Experience

Food Truck Station set out to give Mexico City’s food trucks a home: stations in parks and plazas, and themed weekends where dozens of trucks gather. The brand had to feel like the place itself, somewhere you wander into and want to stay.

I developed the concept: a city park crowded with characters, trucks and stalls, in the spirit of a search-and-find puzzle, with a rabbit (the “liebre” of Libre Liebre) hiding in it. I composed it from many separate pieces into one coherent world, then art-directed it as a system, so one scene could become a poster, a truck wrap, a billboard, a press release and a season of event posters, all recognizably the same world.

Role: Concept, Art Direction & Design
Client: Food Truck Station · Mexico City
Project: Brand Campaign & Event Collateral
Years: 2014–2016

Event Campaign

Libre Liebre Bazar

Concept & Art Direction · Back to School weekend

A three-day market weekend in Colonia Roma, pet and bike friendly. The poster is Mexico City at its most vibrant, with little surprises hiding in it for you to find. The dates and the address are tucked underneath.

Libre Liebre Bazar poster: the illustrated park above the Back to School title, the dates 28, 29 and 30 August and the address in Colonia Roma

One scene, many formats

I cropped and extended the same illustration for each format, from a poster in a window to a billboard on the road.

Billboard artwork: the illustrated park above the Back to School title and event details — Billboard artwork, two crops of the same scene

Second billboard crop of the park illustration with the Back to School title and event details — Billboard artwork, two crops of the same scene

A white box truck wrapped in the Libre Liebre illustration, seen from the front left — Truck wrap

The same truck wrap seen from the rear left — Truck wrap

The wrapped truck parked on a Mexico City street — On the street: the wrap on the road, and the rabbit in person

A person in a rabbit mask standing beside the wrapped truck — On the street: the wrap on the road, and the rabbit in person

Event Series

A new mood every weekend

Poster series · Concept & Art Direction

Each weekend got its own poster: a carnival, an anniversary party, a Halloween, a hot-air balloon over Teotihuacan. The brand is always there, but the illustration changes every time, and that’s what carries the mood.

Street & Press

From the street to the press

Concept, Art Direction & Design

The brand also had to work on a banner on a fence, a costume at a launch and a one-page press release.

The yellow road-sign badge with a food truck and the hashtag #YoSíQuieroFoodtrucks on black — The #YoSíQuieroFoodtrucks road-sign badge, on banners and in costume

Press release page: ‘App disponible para smartphones y tablets’, with a route-map header, app icon and phone screens

Press release: Radar Food Truck

The release announcing Radar Food Truck, the first app for food trucks and their fans, in the brand’s own map, pins and color.