Tiger Mother

A complete branding package for a new food truck operating downtown Vancouver.

  1. Overview
  2. Process

Tiger Mother is a brand identity for a hypothetical food truck vendor in downtown Vancouver.

Target Audience

The primary target audience are students and office workers from downtown Vancouver. Our target audience is driven, have an ideal career path in their mind. They can relate to Tiger Mother’s appeals for career advancement and financial success. Secondary audience are people, both locals and tourists who are conscious of their food and who want to eat organic, local and sustainable food. Our food truck’s menu will become synonymous with the highest quality at reasonable prices.

Brand Personality


This food trucks plays on a concept of an overbearing Asian “Tiger Mother”, who monitors all aspects of her children’s lives in order for them to become successful professionals. In addition to controlling their education and extra-curricular activities, she also cooks the healthiest food to empower her children and encourage their creativity and ambitions.

Normally, the relationship between a food vendor and a customer revolves around providing a service to a customer in exchange for payment. We want to take that relationship to a next level and emphasize the reciprocal nature between a Tiger Mother and her children. This is reciprocal, family-based relationship with mutual expectations and obligations: She cooks and takes care of them, but in exchange she expects them to do their absolute best.

Tiger Mother Logo Variations



Tough Love. Good Food.

Food Truck Design

The food truck simulates Tiger Mother’s kitchen and personality. The design, layout and menu selection emphasize that all of Tiger Mother’s food is absolutely the best, which means that her children, i.e. customers, should also be absolute best in their studies and work.



The food truck will provide the freshest, sustainable, organic food at competitive prices. The menu features familiar comfort food items with an Asian twist.  

Corporate Identity


Branding Elements 


I start with market research on food truck industry in Vancouver.

Market research included a customer survey, informal interviews with food truck customers, and competition analysis.

Main Results

What customers think they want is actually different from what they buy.

    • Survey results showed that customers want organic, healthy food options.
    • But 4 out of top 5 competitors (based on social media followers) serve what is considered “comfort food”: BBQ, hot dogs and fish and chips.

Competitors Analysis

Determining the top competitors: I did not have access to financial data, such as sales reports or Business Returns from any of the food truck vendors. Instead I used the social media benchmark to determine the top competitors in downtown Vancouver based on popularity of each truck. This methodology has limitations, but was the best available option. The three main limitations are that some food trucks don’t have a social media presence, and some trucks have been opened longer and had more time to accumulate followers. Finally, some vendors had more exposure on national TV or other media.

Using City of Vancouver list of mobile vendors, I checked the number of Facebook and Twitter followers for each food truck to determine top 5 competitors.   



Twitter Followers

Facebook Likes


Roaming Dragon

Pan-Asian food on the go 





Hot Dogs with Japanese style toppings





Simple menu, classic BBQ 




Fresh Local Wild

Fish and Chips 




La Brasserie Street

BBQ and Rotisserie fare



Other Interesting Findings

Perception of Cleanliness

One of the main concerns that customers have about food trucks is their cleanliness. In fact, they will not eat at a truck at all if it appears dirty.

Food Truck Design

There already are many food trucks in downtown area and City of Vancouver plans to expand their street vendor permit program even further. Each food truck offers a different style of cuisine. Our research shows that new customers are initially attracted to bright, unusual designs, rather than food menus. Therefore, even a smaller truck with an eye-catching design can be more noticeable than a larger silver food truck.

Food Truck Fare as a Treat

I found that people are excited to visit a food truck. It’s a delightful treat, a reward for their hard work. It is an opportunity to escape the office or a classroom, to stretch their legs and talk with people. Some people claimed that they were craving food from a particular food truck all week, and knowing that it’s heavy of calories, they’ve been trying to eat healthier lunches all week, so that they can “reward themselves” for being good all week and eating some delicious comfort food.

Defining the Brand

I want to create a food truck that will become synonymous with cleanliness, and highest quality food. I want to reinforce the positive feelings that people have when they visit a food truck, but at the same time communicate a deeper sense of nostalgia and sentimentality, an emotional connection to brand.

There's been a lot of publicity around Tiger Mother, an overbearing Asian mother who monitors all of her children's activities.  That could work as a the main character.


  • Everyone in Vancouver knows and loves Asian food. Tiger Mother brand can capitalize on that love by providing favourite Asian snacks.
  • Tiger Mother is already synonymous with pressure to be the best and to deliver highest results. This association can help market the food as being the most delicious, the healthiest, the freshest, the cleanest, the best. 
  • A "Mother" brand can communicate the food's homemade quality and delicious taste.
  • We can play around Tiger Mother's overbearing character to provide a memorable experience to the customers.  Customers can be Tiger Mother's children.  They are nourished and at the same time, encouraged to keep going, to be ambitious, to succeed.  

Menu Development

My partner Elena is a foodie, who developed the optimal menu of traditional Asian comfort food items. Taste testing the menu was one of the most exciting parts of this project.  All menu items can be cooked with the confines of a small food truck kitchen.

Date: June 2012

Creative and Art Direction:

Andy Kang

Graphic Design:

Andy Kang

Food Consultant:

Elena Yugai