The Poutine Truck is long standing institution in Rochester nightlife. Often found parked outside of bars or festivals, the founding ladies of the truck would chat with or playfully roast regular customers waiting for their fries, gravy and cheese curds. This was my introduction to them. It was kind of outlaw-ish, and exciting. In 2011, they pioneered how food trucks operated in the city of Rochester.

Fast forward 11 years, the nomadic business had expanded and team were opening their first brick and mortar, Petit Poutinerie. They needed a rebrand to reflect this change. After a strategy dive, it was decided that this rebrand would be focused on communicating the characteristics of fresh, driven and human.