problem.

Customers had a hard time visually identifying the truck, and so on many occasions would miss the truck when it came by their home. Many Utah residents have ties to Germany and miss the bread truck experience.

research.

• “All over the world, German bread is valued for its unique diversity.” - Unesco.de

• “Utah’s third most-spoken language is German.” … “Evidence of the German influence in Utah exists in local German delicatessens, Oktoberfest celebrations, and German Christmas markets.” - Amanda Taylor, KSL

• “According to the bread register of the German Institute for Bread, there are now more than 3,200 officially recognized types of bread in the country.” - Marcel Kruger, CNN

• "Our usual clientele is quite old. But lately, we have a younger and health-conscious type of customer who boosts our sales significantly," - Didem Tali, VICE
  

solution.

GüTES, a well-identified bread truck experience with visual cues of both German & Utah cultures delivering to the diverse residents of Salt Lake City, Utah.