Date
2023-2024
Client
The Peach Truck
Catching Summer
Situation & Strat
With a brand called “The Peach Truck,” you’d think the job is going to be all about peaches. And trucks. While there was plenty of both, the heart of the project was really about people, a season and capturing a feeling.
Working with founders Stephen and Jessica, we quickly learned what made The Peach Truck a summer smash: their love for creating experiences. It has always been a passion project, starting with loading up their ’64 Jeep Gladiator with Georgia peaches and bringing them back to their friends in Nashville. As word spread, the crowds and trucks got bigger. But the idea of bringing the best experience directly to people and sharing the simple joy of a perfect summer peach remains at the heart of it all.
Photography Credits: The Peach Truck, Huckleberry Creative (Mallory Holcomb, Ben Holcomb), Eliesa Johnson, Oust (Jessica Amerson, MC Russell)
Work
Brand World
Brand Activation
Illustration
Identity
Storybuilding
NEVER NOT SUMMER
From fireflies at dusk to jumping through a sprinkler to the wind in your hair on a road trip — what does summer feel like? For Stephen and Jessica, that first bite of ripe peaches defined the season and had the power to transport people to a different time and place. What other experiences took you somewhere? What’s the right balance of sweet nostalgia and modern hospitality? Our challenge was to turn three short months of summer into a feeling that lasted all year long.
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Our job was to build a brand identity that lived up to the thrills of peach season
One that also could live throughout the year and across a wide variety of products and touchpoints.
We found inspiration in vintage summer camp t-shirts, faded postcards, ephemera and stickering – evocative of a collection of summer memories. We created a signature “Peach Truck Orange” inspired by a peach’s vibrant and varied tones and a color palette to capture the many shades of summer. We crafted the logotype to be bold and ownable, pulling inspiration from retro script fonts. And we brought texture and illustration into the brand world in a style that nods to the grit and hard work that goes into every peach season.
Bringing it all together, our goal was never brand transformation. It’s about brand affirmation — that summer holds a special place in our head, and The Peach Truck is the portal.
