Our designer Ian was approached by a young man who had a folder full of his mother's and grandmother's recipes who wanted to open a food truck. He had a vague idea of what style he wanted; he said he wanted something '70s soul inspired. After several intense conversations the tag lines "A Family Tradition" and "Heart And Soul Comfort Food" came through, and became his brand. So somewhere in South Austin there's a food truck selling incredible plates of good food to a hungry lunchtime crowd with this logo bigger-than-life on the side.