Atkins Way | Branded Food Truck Fleet

Client: Atkins Way
Production Designer: Tom Foden
Art Director: Simon Morgan
Role: Visual Designer | Concept Development | Graphics Production

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Project Overview:

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To launch the Atkins Way campaign, an immersive streetscape was created under the creative leadership of Production Designer Tom Foden and Art Director Simon Morgan, featuring a fleet of uniquely sourced and branded food trucks and trailers. Each element was designed to showcase Atkins’ diverse product lines in a vibrant, cinematic style.

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The project spanned initial concept sketches through final vehicle wraps, signage, and graphic treatments. A key highlight was tracking down and designing around a collection of distinctive vehicles—including vintage Piaggio Apes, Citroën catering vans, Airstream replicas, retro ice cream trucks. Each truck was developed with its own visual identity, transforming the urban set into “Atkins Way” and bringing to life stories ranging from nostalgic shake bars to bold, modern protein stands.

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Scope of Work

• Concept development & vehicle renderings

• Logo and brand graphics design

• Custom signage and menu boards

• Color palettes and typography systems

• Fabrication-ready art for vehicle wraps and signage

• On-set graphics support
   

Highlights

• Created 3D mockups and elevations to guide art direction and fabrication.

• Designed retro diner-inspired graphics for the “Shakes” truck, complete with custom menus and signage.

• Developed playful brand identities for food trucks like “Cookie Jar,” “Chips & Dips,” and “Bake Shop.”

• Collaborated closely with production and art departments to ensure accurate color matching and brand consistency on set.