From the archives

Next stage in branding

1 October, 2008: For those of you who have been following the logo/ visual identity journey, you know we started with “Clover Food Lab.” And while there’s a part of me that likes that a lot, and I’m not sure I agree with people that it wouldn’t work as a name, I realize now it’s a better naming approach for… Read More

From the archives

MIT alum returns to campus to run food truck

30 September, 2008: Clementine and Ayr with new Clover truck Hi all. We’re nearing opening day (13 October), and I thought I’d take a second to introduce myself. I’m going to be serving you amazing food out of this new truck that’s going to be parked at MIT. These pages are packed with information about the journey from idea to… Read More

From the archives

Vinyl lettering

29 September, 2008: Josh has been playing with lettering options. Working from the lettering on the side of the truck, and seeing whether something like that would work for the logo for the truck. I like above. Not sure it’s right for the truck. I like that it reflects what other trucks typically do, that it relates to my early… Read More

From the archives

Point of sale (POS) system

10 August, 2009: I realized the other day that people have no idea what I mean when I say “we’re building a new POS for the truck.” sorry. What I should have been saying is: “we’re building a new ordering system.” Take a peek at the image, early prototype. And stay tuned, this is going to bring us to the… Read More

From the archives

Refined beaker sketches

29 September, 2008: Josh has been hard at work. Find more examples after the break. I’m liking some of these. All are sketches, but I think the direction is interesting. That said, the flask isn’t everyone’s favorite (see last post). And I have ringing in the back of my head Erik’s encouragement to keep the logo as simple as possible. Read More

From the archives

Origins of a brand

29 September, 2008: This was McDonald’s logo, until 1962. Isn’t that amazing. I’ve been having some great back-and-forths on the brand with Brian and Erik. Both have 2 clear messages: (a) Nix the flask (b) Make both logos (truck and restaurant) the same I’m thinking hard about these points, trying to decide what might be the best path forward. For… Read More

From the archives

The truck has been cut

27 September, 2008: The body shop has cut windows in the truck. I think they are going to be fantastic. You can see here the sinks I installed last week and a bit of my plumbing job. These guys also did a great job cutting down the rear door (to avoid collision with the awning when it is installed). More… Read More

From the archives

Final awning design

27 September, 2008: Here’s a quick video of the final awning. John and Jinhee have been working too much overtime to make this come together, but I think the result is going to be well worth the trouble. As far as we know this type of thing hasn’t been done anywhere before, on a truck, on a building, anywhere. Phil’s… Read More

From the archives

Prepping for our first day

29 October, 2008: We don’t yet have the perfect recipe for falafel, but we’re getting close. These little chickpea fritters are getting so delicious. It’s sort of become a problem in the taste testing as we’re eating too many of them. They are light, crunchy, nutty, lemony. All delicious stuff. Read More

From the archives

Final truck drawings

27 September, 2008: John Hong and Jinhee Park of Single Speed Designs have finalized the drawings for the truck, just in time for the body shop. More drawings after the break. I really wanted a flush look for the windows, and I think we’re going to have a great solution. We’re building small frames around the cut-outs and going to… Read More

From the archives

Wondering where I’ve been?

27 September, 2008: Brooke and I are the proud parents of a baby boy. His name is Blue, he was born Wednesday late. We got back from the hospital yesterday. Another source of inspiration and motivation for Clover. Read More

From the archives

Sketches from Josh

26 September, 2008: Hester is working on sketches and directions for the Food Truck logo. Follow after the break to check out the sketches. Here were the first batch:     I wont say a lot about these. They are very early ideas, but I thought everyone might enjoy the process from ground zero. Hester is having to deal with… Read More

From the archives

Welcome Rolando, Clover’s chef

24 September, 2008: This is Rolando Robledo, Clover’s chef. We’re absolutely thrilled to have him on board. Rolando found his way to Clover by way of The French Laundry, the Waldorf, and most recently, Johnson and Whales as a professor. He’s going to be working the food truck with me full time for the first 6 weeks and we’re going… Read More

From the archives

Meet Chris

25 November, 2008: This is Chris. You may have noticed him behind the counter on making your sandwiches. Chris is great. We wish he could be working for us full time, but he has another (much better paying and more stable) gig so we take what we can get. Most weeks you can find Chris on the truck Tuesday, Wednesday,… Read More

From the archives

Truck is at the body shop

22 September, 2008: I’ve left the truck with Scott at a body shop in Salem. They are going to cut the truck this week. Keep your fingers crossed. Read More