Ice cream vehicle mocks health food in design

Getting humor right in truck decals and other vehicle wraps can be a tricky proposition, especially when such things are often subjective. When done right, though, they can communicate an element of truth to your audience in a way that helps define your brand's attitude and approach to its industry.

In Madison, Wisconsin, Chocolate Shoppe Ice Cream's van has become notable online for the snarky wording printed on the side of its vehicle. According to The Inquisitr, this business has been active in the state for more than 50 years, so maybe that long history helped the owners decide to be blunt when addressing customers.

Although it's arranged in a bright, charming font, this "disclaimer" begins with the words "Nutritional Information," followed by "Don't even ask." The statement goes on to warn the van's audience that its ice cream is unapologetically full of actual cream, and therefore not "light" in the slightest.

"It's not low-fat, low-calorie or low-anything, and that's why everyone loves it," the statement says. "You want nutrition, eat carrots." The words are displayed next to a logo of a cow licking an ice cream cone and a general black-on-white cow theme on the rest of the vehicle.

This could rub people the wrong way and discourage them from eating the brand's ice cream, but the van seems to be popular on Reddit, and has gained more exposure as a result.

Meshing an original take on your company's mission alongside recognizable graphics could be a winning combination, especially if the juxtaposition helps your business define itself against the competition. Since an image of memorable and quirky signage can get shared, these strategies could be useful as well for exposing a local brand to a larger audience.