From the archives

Rejection

26 August, 2008: More truck trials. I thought I’d go get the truck inspected. I went to Everett Truck Repair, just around the corner from A1. They did the state inspection and claimed the king pins are bad, so it failed inspection. Turns out this is a $1,350 job ($700 parts, remainder labor). Boy. I don’t think the king pins… Read More

From the archives

Hood fixed

26 August, 2008: OK, so it took showing up at 7am Monday morning with a “Box ‘O Joe,” a dozen assorted donuts, and a lot of energy, but the hood is now done, and done right. It’s not perfect, but better than anything else I’ve seen on a food truck. We got an “inline” fan, which means it fits right… Read More

From the archives

Giant blower fan disaster

22 August, 2008: Uggg. So I went to pick the truck up today after leaving it for the week to have a hood installed. You know, those big stainless steel things that restaurants have above cooking areas. Turns out they are very expensive, but required by code, even for our little truck. So this is what disaster looks like. The… Read More

From the archives

Moffat oven

16 October, 2008: We’re thinking about adding a full convection oven to the truck. We’d use it for warming food, and perhaps for baking in the morning when we add breakfast to the menu. In NYC today we found a great option. The Moffat oven. Burns propane (hard to find and a must for us), is very energy efficient at… Read More

From the archives

The truck

20 August, 2008: Clementine and Ayr with new Clover truck After a ton of research, having visited two dozen different trucks for sale, and heavy negotiations, we have our truck. We bought the truck in Hartford, CT from CanAm, a used truck dealer. It belonged to a fleet of trucks leased out of PA (where most of the trucks are… Read More

From the archives

Thoughts from Erik

5 August, 2008: Here’s an excerpt from a recent back and forth with Erik Joule (Erik, hope you don’t mind me posting this). Iteration on the “manifesto.” Clover needs to focus on building a relationship with its audience through its product, its spaces and the way it communicates. Capitalize on the emotional connection from the brand to its audience: Accessibility… Read More

From the archives

MORE OF LESS OF

5 August, 2008: This is the second part of the homework assignment Brian gave me. Here are a bunch of magazine ads. I’ve grouped them in two categories: “More of” – the ads that have something to contribute to the process of developing the Clover identity “Less of” – ads with elements we must avoid Read More

From the archives

Homework

5 August, 2008: Brian Collins gave me some homework: Write a couple of paragraphs that describe why Clover needs to exist Clip dozens of magazines and make 2 piles: (a) More of (b) Less of Here’s part one of that homework, the manifesto. It’s funny, I’m reading it now (having written it a month ago) and have a ton of… Read More

From the archives

Halloween Clover

30 October, 2009: This is the Clover team, Halloween 2009. We had fun (it is one of my favorite holidays). Costumes all around, some spooky menu items (goblin’s fingers that tasted a bit like rosemary french fries), spooky music, dried ice spiked green lemonade. And of course, free cupcakes. We’ve never made (and given away) so many cupcakes. Many of… Read More

From the archives

Environmental influences

5 August, 2008: Moving away from graphic references to designing the space, here are some thoughts I’ve had about the feelings I’m looking to evoke. I’m really excited about the truck design, because I think a ton of this will come through thanks to John and Jinhee and everyone else helping make it happen. You should expect to see more… Read More

From the archives

Type

5 August, 2008: This is the area I’m weakest on right now. Thankfully I have some great typographers helping me through this process. Check out Hester’s all-type video on youtube: Read More

From the archives

Texture

5 August, 2008: My ideas for texture flow from the aspirations for the brand. Like nature, textures found in Clover should reveal a history. Note the process marks on the potato print. You can see where the ink lay down in the printing process. Note the patterns of the Clover flower and leaves. They are ordered, but not perfectly ordered.… Read More

From the archives

Rhubarb T-Shirt

11 May, 2012: This is a T-shirt I’ve been wanting to do for a long time. Mostly because I love rhubarb so so much. But I’m not very happy with how it turned out. Notice how large the food icon is on most of our shirts. On this one it’s pretty tiny. Which is really too bad. I’ve also heard… Read More

From the archives

Color palettes

5 August, 2008: I don’t know which if any of these we’ll end up using, but these are my first take at defining Clover’s colors. I spent too much time looking through aisles of stores, looking through magazines, etc. before I realized that the proper place for Clover’s inspiration to come from is nature. And there are some fantastic references… Read More