Project Redo - Off the Land - Food Truck Development

Creative Brief

Client An entrepreneur who is passionate about health and wants to spread it to the world. (Me, essentially).

Product/Idea Whole, healthy, simple, resourceful meals.

Purpose Convince people to actively engage in health, and that good health is pretty damn simple.

Competitors Both health-conscious companies and the vast array of food providers who don't give a damn about health, just efficiency.

Audience Adventurous folks who probably don't eat very healthfully but appreciate quality food.

Insights People don't like to be preached at. Yet everyone needs good health and functions better when they feel good.

Single Most Important Thing Everyone and anyone can make healthy tasty food with what they have + local food doesn't have to stay isolated.

Must haves Truck design, menu design, logo, website, app, ordering experience

Dos & Don’ts Don't talk people's ears off about nutrition

• Don't come across as only for wealthy people
• Don't be just another whole foods restaurant
• Don't be preachy or instructive 
• Don't try to include too many objectives

The Off the Land Story

Local food has become a passion of many; individually, though, the concept has stayed quite isolated. Not any more. 

Off the Land began as a project to take local farming to a global level while still maintaining a sense of integrity. With a vision for connecting small farms across the country, creating bonds within communities, and cooking simple, healthy meals, Off the Land hit the road in 2011. 

In the process of traversing the U.S., we work with and befriend farmers, chefs and businesspeople alike. We rack up a rollodex of contacts, people of integrity who we then share with others we meet down the road. In doing so, we both benefit from and create a diverse network of people and make some mighty tasty food along the way.

We love fresh. We love simple. We love travel and people, and living Off the Land.

Questions

Do I have too many objectives?

I can't determine if I'm trying to do too many things. It seems I have two main objectives to get across:

1) Connecting local farms on a national scale as well as to local people.

2) Nutrition and healthy life are pretty damn simple. 
3) Be resourceful and work with what you've got.

Is the name solid?

The name "Off the Land" comes from the concept of living off the land and working with the resources available, as well as the fact that it travels and isn't rooted in one spot. That's why the food truck travels from town to town and works directly with local farmers to use only local food that is in season. Does it stick?