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Anyone for cocktails?

Anyone for cocktails?


With its origins in America, street food is now taking hold in Europe, and in extremely creative fashion. The reason for its success is its ability to satisfy an ever-increasing demand for convenience, whilst at the same time following new consumer behaviour.

One original example of this trend is Gin Truck, the business with which the entrepreneurial Spanish barman, Albert Goldentaer has made his cocktails mobile, moving away from the standard concept of a bar. Running touchpoints at events, fairs, concerts and sporting fixtures is the new business model on which street food projects like Gin Truck are based.

Despite not being an expert in either visual marketing or printing, Albert understood the importance of making Gin Truck appealing by using a personalised and individual image. For this he turned to a marketing agency to create a visual identity, and then chose Pixartprinting as his supplier of high quality printed products.

Gintruck_grafica_Pixartprinting_sdoHe explained: “The look of my truck immediately conveys all the messages I want to get across to capture potential passing trade and the fresh, fun image that I chose and then reproduced with Pixartprinting’s help, explains who I am and describes my products and the service I offer. In its new guise the truck is itself a promotional tool for my business.”

He lists the many advantages of using Pixartprinting as being its service and varied catalogue, as well as the opportunity to use a single online shop to order the right mix of printed items to he required.

He continued: “I found all the solutions and materials needed to ‘dress’ Gin Truck on the Pixartprinting website and selected the Foamex panels and banners used to cover the vehicle from the section dedicated to large format printing and then complemented them with small format printed items, such as business cards and coasters.”

He added that one of the services he most appreciated was receiving email updates on the progress of the order and added: “In addition, Pixartprinting’s reliability and just-in-time service will enable me to change the look of the truck whenever I want, so that I can adapt the designs to suit the requirements of specific events, promotions and seasonal trends”.

Gin Truck is not so much a business as an ongoing experiment, a workshop and a lifestyle and for Albert finding a supplier capable of following the evolution of his project provides the further stimulus he needs to make his marketing even more effective and welcoming.

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