The goal of the association « Tout le monde contre le cancer » is to improve the sick kids and their families daily lives, reset to 130 hospital anywhere in France.
Since 2005, the association assists the families through its actions, because the disease also impacts the daily life of all the relatives of the sick person.
The association launched a new greedy operation for the sick children and their family with the first food truck dedicated to the hospital.
Greatest starred chefs and renowned cooks are mobilized and travel through France for this fabulous tour !
CBA supports the association by working on the naming and the visual identity of this food truck tour.
How to find a name easily memorable ? Empathy, prompt adoption… ?
How to create a new identity adressing very different audiences ? (Business decision-makers, families, doctors, volunteers, children…?)
How to strike a balance between neither «too naive optimism» nor «too realistic» ?
Creating a joyful and optimistic identity, aligned with the association’s spirit, without getting into too much infantilization : that was the guiding thread of CBA.
The name « Toques en Truck », renewing with the style of the names « echoing back to », fosters its memorization with its strong alliteration.
Then, this name has been visually declined and gave life to two mascots « Toques » and « Truck ».
The combination of a chef’s hat with a truck represents perflectly this food truck operation.
This visual identity is declinable into several other mascots, aligned with the graphic universe of « Toques en Truck ».
It will be adaptable to all of the initiatives and campaigns of the association.