Paying homage to 90s youth culture, Grilled Cheese Wonderland's brand identity is an explosion of neon hues and nostalgic symbols. The mobile cafe's branding is the work of design collective W. A. B. B. (We Are Büro Büro) who created the food truck's illustrations, menus, promotional materials and even collective merch, ranging from graphic tees to denim jackets.
Created for client Frau Dr. Schneider, this sandwich shop branding will appeal to Millennials' with an appreciation for vintage imagery. Referencing 90s youth culture, the food truck features a bright pink exterior, with neon letters that appear to be melting -- a direct reference to the restaurant's grilled cheese offering.
Martian heads, abstract motifs, and menu item cartoons are some other retro symbols adorning both the food truck and its many promotional and for-purchase items.
What's Driving This Trend
- Nostalgic Branding
- Brands can tap into Millennials' appreciation for vintage imagery by leveraging nostalgic branding elements.
- Youth Culture
- Incorporating symbols and references from popular youth culture can create a sense of nostalgia and appeal to younger generations.
- Graphic Merchandise
- Developing and selling branded merchandise, such as graphic tees and denim jackets, can be a lucrative opportunity for businesses.
Who This Affects Most
- Food and Beverage
- The food and beverage industry can use nostalgic branding to attract customers who appreciate vintage imagery.
- Design and Marketing
- Design collectives and marketing agencies can offer their expertise in creating nostalgic branding for businesses looking to tap into youth culture.
- Fashion and Apparel
- Fashion and apparel companies can capitalize on the demand for nostalgic merchandise by producing graphic tees, denim jackets, and other branded items.
