This project had a simple ask: create a food truck brand with the potential to grow into a chain enterprise along with an accompanying marketing strategy that maximizes the given budget.
Connect to a growing niche of health enthusiasts that crave more than just the "green" option. They are willing to put in work to learn about where their food comes from and the journey it takes to get on their plate.
Secondary research uncovered the best audience for our food truck through analyzing industry trends and competitors. Preliminary primary research led to a relevant pricing strategy with our location and consumers in mind.
We spoke to HipPOPs, a handcrafted gelato bar, Veza Sur, a Latin American inspired truck, and Spiceboys, a Mediterranean cuisine focused truck, inquiring about their most successful marketing campaigns to their fastest-growing demographics.
Our remote "street" interviews were definitely a new format of primary research for us, but it was quite interesting to explore as we had to pivot and adapt to the unprecedented world-wide events occuring at the time.
Our marketing needed to get people talking, sharing, and spreading the word naturally through digital ands physical channels. We learned that word of mouth, social, and repeat clientele are some of the most important marketing tools for many industry players. On the consumer side, the social experience of a food truck also turned out to be one of the most exciting factors.
Customers value high quality and are willing to pay higher prices for it. A popular demographic health-oriented foodies with a bit of disposable income, suggesting the importance of high quality food. It became evident that the appeal of food trucks also stems from their handcrafted and premium feel, lending itself to the more unique menus that customers love.
The modern-day consumer wants a hands-on experience that allows for their own creativity to shine. They want to become the last step in the process of making the food they are eating. One of our interviewees said that their customers are people "who love dessert and having an interactive experience. Being able to make their own treat, a "Masterpiece" if you will.”
Creative testing revealed the design direction that would be the most fitting to our message while remaining unique and fresh within the competitive landscape of our business. This research informed our brand identity for Taproots and helped to direct design choices for the best audience fit and experience possible. It turned out that a clean and soft design struck a chord.
Our final brand identity and marketing strategy reflected these findings to create a food truck with real potential to spark conversation and positive change within the food industry. We tackled topics such as sustainably sourcing ingredients, educating consumers on ingredient origins, and giving back to affected communities with the steps in our strategy. Our final marketing plan also included various executions of our creative idea through marketing strategy components and promotional materials.
Industry and Street Interviews
Environmental Scan
Creative Testing
Marketing Initiatives and Strategy
Partnerships and Collaborations
Brand Identity Design
Brand Applications
Deck and Document Design