Matthew KenneyDesign Generalist

Case Study — 02 / 06 · Branding · Engineering · Motion

YummyGrill

Reimagining an American-Chinese Restaurant as an Innovative Food Truck Business.

Peak Moment · 0:30 walkthrough

Yummy Grill — selected surfaces, end-to-end.

Watch reel · 0:30

Status

2024

shipped & live

Scope

End-to-end

design through delivery

Case study

In progress

full numbers landing soon

Discipline

Branding

led solo

Scroll to step through · 01 / 04

A new truck can't outrun
an old reputation.

Yummy Grill & Buffet was rolling into the food-truck business still dragging its past — sanitation issues and a tarnished name from its Teppanyaki Grill & Buffet days. The old branding and menus said nothing about food safety, the range of the kitchen, or a modern way to eat.

Every Chinese-American spot grabs
the same three colors.

Red, yellow, and blue are the default marketing kit for Chinese-American restaurants — easy, expected, invisible. The opening was to brand from the food itself: brown sauce, the base of the orange chicken, became a warm orange identity no competitor was wearing.

ONE GRINNING MARK, FIVE MENU ITEMS, ONE FREE HAND.
NO EXCEPTIONS. ONE FREE HAND.

A culturally sensitive system built around the 好吃 face mark: a full truck wrap, a curated five-item menu served through QR codes, and a to-go container modeled from scratch in Adobe Dimension that stacks food over drink for one-handed eating at festivals, schools, and parks.

From buffet baggage
to street-food face.

Yummy Grill rolled out with a brand that leads with personality instead of apologies — a wrap that earns a double take, packaging that works mid-walk, and digital menus that meet customers where they order. Built to rebuild Muncie's trust one window order at a time.

Next Case — 03 / 06

Matt Kenney’s Design Co.

Personal brand system — LogoLounge Book 15.

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