The selection of food carts in Portland, Oregon has drawn global acclaim. Super Buofo, a member of this micro-gastro market, was discovered during my first months living in the city. After consulting with the owners on their plans for the future, I developed a branding system that compliments the ingenuity of their name. Two college entrepreneurs, seeking to begin a catering service, created the cart. The name Super Buofo, which means ‘moron,’ claims its origins from a family nickname the owner was given by his Greek grandfather. The branding plays upon the appeal of the sarcastic tone and the humor associated with the cart’s late night consumer.