Flighty Fowl
Flighty Fowl is a food truck company based in Colorado Springs, CO. The Head Chef, Eli Patterson, was looking to create a brand with a lot of bold colors and had a voice that was humorous. He wanted to self-maintain the website, so we opted for a custom wix build to keep it simple. This site was prototyped in Figma and then built out in Wix Studio.
A food truck brand has to do something impressive others don't: sell itself on the road and stand out among a sea of possible competitors in real time. It needs to be legible from across a parking lot, memorable enough for socials, and bold enough to really stand out at a crowded event. It needs to do this while capturing the personality of the person behind the grill. The secondary constraint for this project: they needed a site they could self-manage.
Before sketching a single logo, I mapped the audience using Google Trends data in the Colorado Springs area, social media insights from comparable food trucks, and a competitive review of regional vendors. The finding was clear: the food truck market was playing it safe — neutral colors, generic names, generic vibes. The audience that would love Flighty Fowl had nothing speaking directly to them. That was the opening.
The brand needed to be bold, funny, recognizable on a truck, and print cleanly on a paper menu. I used Adobe Fresco for the hand-illustrated brand elements, bringing in a cartoonish energy that felt original. The palette was built for visibility first: high-contrast colors that read from a distance, with enough warmth to feel inviting. The final brand system covered logo, palette, typography, brand patterns, and illustrated characters that became Flighty Fowl's visual voice.
Before a single line of production code was written, the website was prototyped in Figma — tested with friends and family to surface navigation and flow issues before they became expensive to fix. The platform choice was deliberate: Wix Studio, for complete design control without requiring a developer to update the menu on a Tuesday morning.
Flighty Fowl launched in spring of 2021 with a complete brand identity, self-managed website, a truck wrap that turns heads, and print materials that stand out at events. In the years since, Flighty Fowl has won 'Best Wings of the West' multiple times. They continue to manage their own site without any technical support.
