Why Donuts?

There are already plenty of food trucks that feed thousands of people on daily basis and most of them provide a wide variety of lunch and dinner options, but not many tend to cater to the early bird crowd. Out of 37 hottest Bay Area food trucks, only 4 are dessert oriented (crepes, cupcakes and one donut truck); all other mobile eateries are mainly focused on delivering quick and semi-portable dishes like pizza, burgers, tacos, etc. So what exactly will make yet another food truck so unique?

First, I set up some challenges for myself. I wanted this brand to be bold, simple and use a limited, 2 color palette. The menu should be a reflection of the brand, so I reduced it to only 1 item (not counting the beverages). Lastly, I narrowed down my target market to cater to the morning crowd as opposed to lunch or dinner.

The goal is to provide a delightful experience that becomes a part of a morning routine that builds consistency and loyalty. Perhaps, it can be a quick escape or a sweet reward. Whatever it is, it has to be quick, easy and not disrupt your day but become a part of it.

The idea of a fresh donut and a rich cup of coffee sounds like a delightful treat. That is exactly what I want DOZEN to feel like.