Fresh Pasta Truck


The extended Ford Ecoline van wrapped in well-aged vinyl signage with all the sunbaked cracks you come to expect. Classic 90s Italian clip art with FreshPasta.com haphazardly kerned in a bright red box creates an adorably relatable moving billboard. This smart vendor snagged freshpasta.com but a great 800.7.4.PASTA phone number as well.

The white ornaments that expand outward from the clip art graphic onto the green strip are unnecessary but a thoughtful embellishment drawing your eye to the other products. "Got Pasta?" is another decoration that I could do without. In the end, this vendor provides restaurant quality, factory fresh, and a huge variety to restaurants near you.

January 16, 2020



Steve Berry


Santa Monica, CA

What’s going on here?

Design happens everywhere. We look at it and give you our critique.

By thinking critically about the design that exists around us -- evaluating what works, what doesn’t and why -- we can apply new perspectives and rigor to our work designing applications and systems and communicate more effectively th    rough design.

Our observations range from big corporate rebrands to local business street fliers. With each, we’ve taken the time to break down the designs and offer our point of view via a ranking system modeled after the Robert Parker wine rating system.

The Ranking System

Unsatisfactory: Does not achieve design or communication goals.
Satisfactory: Just enough, sufficient, fine or “sure.”
Good: It’s good.
Very Good: Better than most but not exceptional.
Exceptional: Unusually good, rare, outstanding.

Send something our way!

We love looking at new things, so if you want us to evaluate something you have seen or made, feel free to get in touch at yo@thoughtmerchants.com, and be sure to sign up for the quarterly Thought Merchants email to get new observations delivered right to you.