Case Study

The Challenge

Guests walking to the beach from Westgate Cocoa Beach Resort lacked a convenient stop for snacks, drinks, sundries, and beach essentials. The goal was to create a visually compelling, easily recognizable food truck that would attract attention, feel approachable, and reflect the surfside coastal environment.

Creative Strategy

The brand needed a vibrant, surf-inspired identity that would stand out in a beach setting while feeling warm and welcoming. “Makai,” meaning toward the sea in Hawaiian, inspired the name and guided the overall design direction. The strategy focused on creating a coastal, tropical aesthetic that reinforced the casual, fun experience of grabbing a quick bite or beach essentials, while providing a framework adaptable across all touchpoints.

Visual Direction

As Creative Director, I developed the Makai Snack Shack brand identity—logo, colors, and overall visual style—and led the team on vehicle graphics, signage, menus, and supporting collateral. Bold tropical patterns and warm wood accents were applied across all touchpoints.

The Outcome

Makai Snack Shack became a convenient and visually engaging destination for beachgoers, offering quick bites, drinks, and essentials in a memorable, on-brand setting. It provided an additional amenity for guests, enhancing the overall resort experience, while also creating a new area for revenue generation. The surf-inspired design strengthened visibility and brand presence, delivering a cohesive identity across all touchpoints and leaving a lasting impression on guests.