El Camión - Food Truck

"El Camión" is a small food truck business owned by a french guy from Paris. After years working in technology & communications, he decided to leave his permanent job to mount a food truck in a school courtyard. So he started selling this amazing gourmet pasty in a partnership with "El Clásico", an already established business in the Parisian food industry selling authentic Argentinean empanadas. And of course, with the chef in charge of his kitchen, the menu explores new food every week using honest and fresh ingredients.

The brand logo appeals to the vintage Volkswagen vans (the food truck trailer was made out of the VW van's chassis). The emotional connection to that piece helps the brand's positioning, placing ideas and feelings in the consumer's mind, thoughts and emotions from better times, nostalgia about things made with care and heart.