![Kaanapali Coffee Farms](images/kcf/5.jpg)
The primary identity that we designed was a 1953 red Chevy pick-up truck. As the idea took hold we purchased the very same truck from an online charity auction on Ebay. We found an old-school craftsman who hand painted the secondary identity, a turn of the century Peugot coffee grinder on the side of the truck.
![Kaanapali Coffee Farms](images/kcf/7.jpg)
The website became the central repository for detailed information about the history of the area, the story of the coffee and a lot by lot description which included a site plan and quicktime vr photos of each lot.
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![Kaanapali Coffee Farms](images/kcf/6.jpg)
With a nod to overkill, the model for our photo shoot is wearing the truck cap, holding the truck coffee mug and hanging out of the truck's window. Nonetheless it's still a lot of fun. The truck appears in parades around Lahaina and every once in a while a sales prospect gets to drive it.
![Kaanapali Coffee Farms](images/kcf/8.jpg)
The second generation of advertising focused on evoking the lifestyle that was possible in a new destination on Maui, "Upcountry Ka‘anapali."
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