Milwaukee, WI – Rev Pop, the Milwaukee-based creative agency known for bold and immersive branding, has transformed the game-day experience at American Family Field with its latest project: The Alley, a new, retro-inspired food truck park inside the home of the Milwaukee Brewers. The Alley is a dynamic destination concept, bringing a playful spirit and stimulating setting to the stadium this season through striking design and nontraditional, local ballpark fare.
The Alley Food Truck Park is where vintage charm and culinary excellence meet modern stadium energy and a Milwaukee-first philosophy. Led by owner and creative director Scott Starr, the team at Rev Pop crafted the brand for the Brewers organization to seamlessly integrate an aesthetically engaging, flavor-forward environment into the concessions scene while standing out as a must-visit venue and original spectacle within American Family Field.
Drawing inspiration from classic ballpark signage, hand-painted lettering, and European food truck culture, Rev Pop developed an identity that merges bold typography, nostalgic color palettes, and intricate environmental details to create a timeless, active atmosphere that resonates with fans and foodies, while supporting local vendors. Rev Pop managed every visual and spatial element of the project, carefully curating the brand identity to blend nostalgia with contemporary stadium style. Branding components included naming, custom illustration and typography, signage and wayfinding, environmental layout design, and more elements to enhance fans’ experience.
To bring The Alley to life, Rev Pop worked with John McWilliams of Scathain to custom-build food trucks and bar structures, ensuring they captured the vintage-inspired, eclectic aesthetic envisioned for the space. The project was a collaborative build with Milwaukee makers, including Ramlow/Stein, Hunzinger Construction, Boelter, Uihlein Electric, and Delaware North. The Alley’s construction aligned with the creative vision, from thoughtful placement of food trucks, seating areas, and traffic flow management to neon signs, hand-painted directional signage, and custom-built truck identifiers.
“As a lifelong Brewers fan, this project was a retro dream,” said Scott Starr, Founder and Creative Director of Rev Pop. “We set out to create something unexpected for the stadium—a place that feels like a vibrant city street tucked inside the ballpark. The Brewers trusted us to push boundaries, to color outside the lines, and create a space that felt unique to the ballpark and Milwaukee.”
The Alley Food Truck Park opens to the public on March 31, 2025, for the Brewers’ home opener. Located on the left-field Loge Level, fans can explore and enjoy the new, one-of-a-kind game-day destination evoking classic Americana and celebrating local cuisine.
