Hero Or Villain

Comic-inspired Detroit food truck Hero or Villain has been serving sandwiches with a side of nostalgia since 2014. Owner Rich Zemola approached Backtalk for social media strategy, which sparked a full collaboration: a brand strategy refresh, redesigned truck + menus, and the interiors for their flagship Ferndale headquarters.

We built a complete system that reinforced Hero or Villain’s distinct identity while driving higher engagement, stronger sales, and a unified brand presence across digital, print, and physical touchpoints.

Problem
After years of growth, Hero or Villain needed more than a recognizable truck. The brand required a refreshed identity and marketing strategy that could celebrate its comic-inspired roots while also working as a system built to scale—driving recognition, boosting sales, and supporting expansion.
Solution
We delivered a revitalized brand identity and social strategy that positioned Hero or Villain as both imaginative and credible. Every detail—from messaging to design to digital storytelling—was crafted to honor the brand’s playful DNA while elevating its presence in the marketplace. This work strengthened visibility, created more effective sales pathways, and gave the business a consistent system for growth.
Brand Development
We redefined Hero or Villain’s brand positioning and messaging to reflect its unique blend of nostalgia and bold flavor. Mood boards, a refreshed color palette, typography system, and secondary logo captured the comic-book spirit while equipping the team with a scalable toolkit for every channel.
Brand Photography
We directed and captured on-site photography with our collaborator, Kailey Howell (khowellphotography.com) that showcased Hero or Villain’s sandwiches, team, and signature truck in action. These assets created a versatile content library for use across social media, press, menus, and promotional materials.
Design
We redesigned the signature blue truck wrap, food truck menu, business cards, and catering menus. Each piece reinforced the comic-inspired aesthetic, making the brand instantly recognizable on the street and online.
Digital Marketing
We executed a multi-channel social strategy, supported by custom templates and on-site content creation. By translating the refreshed brand into consistent, story-driven posts, Hero or Villain grew community recognition, increased engagement, and built stronger connections between social presence and sales.
Project Notes
Hero or Villain showed us how a brand can grow up without losing its soul. By balancing imagination with structure, we proved that nostalgia is most powerful when paired with professional systems—ensuring the brand stays fun, recognizable, and built for long-term growth.