In “,” Associate Editor Kelsey Johnson gets the scoop on three food truck wraps created by Roseville, California's Palmer Signs. All featured graphics were imaged with the shop’s HP Latex 570 printer onto 3M Controltac Graphic Film with Comply Adhesive IJ180C, finished with 3M Scotchcal Gloss Overlaminate 8518.
Daisy’s Desserts calls itself a “dessertery on wheels, a food truck that’s bringing all the sweet treats you can handle in a myriad of mouthwatering forms.” When a sweet tooth craving hits, Sacramentans can turn to Daisy’s for ice cream, frozen lemonade, and mini doughnuts.
Daisy’s Desserts is a repeat client for Palmer Signs; the shop previously wrapped the Cowtown Creamery truck serving soft serve ice cream – one of the largest Palmer Signs had wrapped. When the client decided to add a second truck to its fleet under an entirely new brand identify, they turned again to Palmer Signs. “The main challenge was going drastically away from the look and feel of their first truck. It took a couple conversations to nail it down,” says Tony Palmer, CEO and owner. The Cowtown Creamery wrap featured a barn and all kinds of farm animals, and Daisy’s needed its own look and feel.
“They just wanted a simple logo and pink truck,” says Palmer. “And we were like, ‘we don’t do simple.’” Palmer describes the client as “the most upbeat, happy owners of anything, who just want people to have fun, be happy, enjoy life, and eat dessert,” which got Palmer Signs’ design team’s gears churning. They settled on a pink wrap that integrates the words “love” and “happiness” in a variety of languages – “You find people looking around for their language,” says Palmer. “We also hid the owners’ wives’ names and some of the kids’ names throughout, so there’s a lot of fun in it that way.”
The Daisy’s truck is one of the few unused food vehicles Palmer Signs has wrapped, not to mention the largest. Clocking in at 12 feet tall and 31 feet long, the behemoth was custom built from the ground up. “They realized the way to serve [dessert] is to bring the restaurant to the people,” Palmer explains. Normal-sized food trucks generally don’t have room for ice cream, soda, or lemonade machines, but that’s not the case for Daisy’s. “The generator they have on this thing could power two homes!” Palmer says. “It’s all about speed and how fast you get [the food] out.”