TruckFellas is a tough brand with a bit of an endearing cheeky attitude. During my tenure with Faktory, Inc. in Utah, and working as a team with a copywriter, we built this brand from scratch and set three truck enthusiasts off with a solid, forward-thinking brand foundation.
The thickness of the letterforms in the logo represents a strong, well-built structure, like the trucks they service and customize. It’s simple, recognizable and works in so many different applications. The color palette is sophisticated and slightly masculine. It’s inspired by industrial materials and provides a flexible palette of combinations. The images are dramatic and textural. They showcase the personality and lifestyle of truck enthusiasts, layering in brand storytelling.
Everything about this brand needed to have a weight and a presence—a boldness that commanded attention, but still felt approachable.