Is no confection safe from Kipp Berdiansky? As co-founder of Psycho Donuts in Campbell, he gave Homer Simpson’s favorite treat a long-overdue extreme makeover. Now he’s set his sights on another unsuspecting sugar snack with Project Cupcake, a twist on the food-truck concept that starting this week will travel around the South Bay selling customized cupcakes.

As we sit in a restaurant in Los Gatos, where he lives, Berdiansky explains the kind of questions he immediately began to ask at the beginning of this year when he first considered taking on cupcakes. With a broad smile and a bit of a overcaffeinated look, he speaks with increasing excitement, his hands always moving to illustrate his points.

“My first thing was: Why is there only one frosting on a cupcake? Why can’t there be two? That was my first question. And then it’s like, when you go to the cupcake shop, why is the cupcake all made for you? Why can’t they have the cake and the frosting separate so you can say, ‘OK, I want the mocha cupcake with the raspberry frosting on it’? Why can’t they do that? You know what I’m saying?”

This is the mad genius of Berdiansky. He’s first and foremost a tech guy, which makes him question everything about form and function, and drives his passion for innovation. But there’s something else, a certain artist’s eye that he brings to his business endeavors, combined with a joie de vivre that is evident as he spins off into the endless untapped possibilities for customization in business.

“When you go to the gas station, why can’t it be a theme gas station?” he says, the twinkle in his eyes making it impossible to tell how serious he is. “Why can’t it be, like, Roman holiday at the gas station? When you go to the dry cleaner, why don’t you have Mesopotamian dry cleaning? … How hard is it to have some sort of theme and have people dress up as Egyptians or whatever, and have a little pyramid?”

By this point, he’s laughing, but he gets serious again when I suggest someone might just steal one of his ideas. “You know what, they won’t.” He shakes his head with an almost glum look. “They won’t, they won’t, they won’t.”

Berdiansky, it turns out, understands why most people play it safe with gas stations, dry cleaners or cupcakes. But it’s not for him. That became clear in 2009, when he opened Psycho Donuts in Campbell with Jordan Zweigoron. Its kitschy asylum trappings attracted the most attention (and controversy, when mental-health activists launched a campaign against it), but underneath that, its sustainable success came from the fact that with their experimental recipes and crazy toppings, they really did reinvent the donut. Unfortunately, the pair didn’t see eye to eye in the end, and Berdiansky accepted a buyout from Zweigoron.

With Project Cupcake, he’s taken what could be a complicated idea and made it as simple as possible. The truck is loaded with “blanks,” the actual cakes, baked at Santa Clara’s Copenhagen Bakery;in five flavors: chocolate, mocha, red velvet, banana and peanut. There are five kinds of frosting: chocolate, raspberry, cream cheese, caramel and peanut. One can also order “dusts” on top of a cupcake, like Oreo crumbles, Heath crumbles, Cocoa Puffs, granola or peanuts.

Just as interesting as the custom-cupcake aspect is the fact that Berdiansky is kind of reinventing the food-truck concept, as well. “It’s a high-tech theme. There’s no pinks on the thing, there’s no flowers. It’s kind of geared for techheads, actually,” he says.

To that end, the truck will stop at many of the area’s tech companies. Not only can users find the location of the truck at any given time on the Project Cupcake website, but Berdiansky is using a sophisticated alert system. Say the truck arrives at Nvidia in Santa Clara. Email and Twitter alerts will go out to subscribers who work there saying the truck is in their parking lot. At the same time, an alert will go out to subscribers at the next stop—say, Synaptics—that the truck will be arriving there in 30 minutes. The GPS idea is such a no-brainer that owners of other food trucks have already begun asking him to sell them the technology.

He’s starting Project Cupcake with an employee, Devlyn Grech, who has her own food-truck idea that he wants to fund. And he wants to get back to the theme-bar idea he picked up at Depeche Mode Bar in Estonia. “My life,” he says with a smile, “is insane.”