Goshen Brewing Company:

Food Truck Concept Design

I love the Goshen Brewing Company, so I decided to create a concept design of what it might look like if they decided to expand into the realm of food trucks. For this project, I created mockups of their truck, the menu, and packaging for their food. Because of their focus on being eco-friendly (they are a 100% wind-powered facility), I made sure to put emphasis on re-use and recycling.

This first image is the mockup of the actual truck. When you walk into the Goshen Brewing Company, the first thing you notice is the rustic atmosphere and the huge chrome vats that they use to brew their beer. I took inspiration from this chrome and vintage feel and decided to design around the use of a chrome airstream trailer as their food truck. I incorporated some diagonal wood paneling to draw from the natural wood found throughout the brewery and edited their pre-existing logo to be reminiscent of vintage car logos.

For the menu, I did more research into the types of limited menus food trucks can offer and settled on an average listing of GBC’s most popular and easy-to-make food items. In the actual brewery, they list their beers on a large chalkboard above the bar, because their beers change regularly depending on what they have on tap that day. For this purpose, the menu cards only have the food items and the costs of the beer, while the actual draft list would be on a chalkboard mounted above the serving window.

For the menu I did more research into the types of limited menus food trucks can offer and settled on an average listing of GBC’s most popular and easy-to-make food items. In the actual brewery they list their beers on a large chalkboard above the bar because their beers change regularly depending on what they have on tap that day. For this purpose, the menu cards only have the food items and the costs of the beer, while the actual draft list would be on a chalkboard mounted above the serving window.

I focused on being eco-friendly and low-waste with the packaging. The cardboard holders for beer give a coupon incentive if the customer brings it to the brewery to encourage re-use and to encourage repeat customers. The food packaging is all simple and biodegradable, making it cheap for GBC to purchase and good for the environment.