The Bone Lorry is Brisbane’s latest food truck business, selling meat off-the-bone. Together with owners Joel Chrystal and Eileen Taylor-Chrystal, we developed a vibrant and impactful brand, assuring cut-through within a growing, highly competitive sector.
Joel is a budding illustrator and has a unique style. When they approached me to help develop the brand for their food truck, I immediately said we need to use his illustrating skills to come up with something unique and memorable. The first hurdle of any brand is attracting attention, but most importantly, attracting attention for the right reasons.
I also assisted with the business name. Coupled with Joel’s English heritage and the fact that their business is literally a truck that they prepare, cook and sell food out of, I suggested substituting the word Truck with Lorry. They toyed with meatand bone related words to sit with Lorry and eventually decided on Bone. The Bone Lorry brand is unique and memorable, just like their food.