PASTA BROS. Fine Italian Food Truck
My senior Capstone project covered the brand development of a food truck specializing in Italian food. For the concept, I wanted the truck to feel like a part of the local community. In practice this would mean that the truck would offer pasta making classes at partner locations, frequent Philly college campuses, and make appearances at charity events. The truck also features a mobile ordering site, a take home product line, and a dual-purpose handout menu.
01
The Truck
The truck wrap features a combination of bold hand-drawn
graphics and color. I wanted the customer to feel excited when they saw the truck on the street.
02
The Menu
For the posted menu, I wanted it to feel like a "choose your own adventure" type of ordering. A simple layout with fun accents help grab attention and streamline the ordering process.
For the handheld menu, the layout basically stayed the same with the addition of a secondary logo and a patterned back that functions as a business card. One of my biggest pet peeves when it comes to ordering from a food truck is not being close enough to the truck to read the menu, so that's why I proposed a handheld version that can be taken home as well.
The vertical packaging for the pastas allow for on- the-go storage in a backpack pocket or tote bag.
03
The Product Line
Because of its frequent vicinity to college campuses, this truck offers a take home line of pastas and sauces. The graphics play on the handmade nature of the food itself. The labels feature witty preparation instructions to keep up the quirky, sarcastic attitude of the brand.
04
The Mobile
The mobile application for this truck features a map animation, showing the truck's next location, an "Order Ahead" experience, a loyalty program with collectible perks, and a booking link.
