Lupoli Companies
Sal's Mobile
Virtual Food Truck
Branding & Identity
Software Ecosystem
Solution
Brand, create, and market a new business, Sals' Mobile, which combines the best parts of both the app-based food delivery and food truck culture.
Insight
In order to expand into these two markets simultaneously, a new paradigm could be established, a bespoke service build specifically for Sal’s.
Challenge
Sal’s Pizza wants to expand beyond the brick-and-mortar to capture the modish food truck and app delivery customer.
Sal’s Mobile was another of the heavy print- and app-design projects I’ve had a strong hand in. Going through not one but two full design rounds when a different direction was requested, I definitely learned how to refurbish and change paths on a dime. Stripping it of its first iteration and going in a totally stylistically different direction, the UX I worked on kept it’s place, but the redesign lead to a more photo- and graphic-heavy design, closer to the Sal’s brand style than the first request. I also directed the product photography, helping to achieve what Sal was looking for in the imagery.
Designing the graphics for food trucks was a ton of fun and it gave me great joy to see them out and about. I also spent many a days on QA and QC, working with the developers to make sure that the in-house driver portal, the chef’s portal and the customer app communicated cohesively.
My Role
Reception
The bold new brand launched with a splash, instantly creating a new niche for itself.
Development
With the brief of creating a business that merged food trucks and app delivery, we began the establishment of a new paradigm for Lupoli. The development of Sal’s Mobile encompassed the strategizing, development, and marketing of a fresh brand, as well as a technological ecosystem which handled the management of trucks and inventory, online ordering and order management, driver onboarding, tasking and navigation. Every aspect of the business was handled by bespoke software giving Lupoli complete control over their new enterprise.
Background
The brick-and-mortar restaurant business served as the cornerstone for the Lupoli Companies, however the landscape of the market was undergoing radical change. Both food truck culture and gig-economy app delivery were opening up new opportunities and shifting the way customers buy meals, and here Lupoli saw an in.
Sal's Mobile
A project encompassing strategy, branding, software development, and marketing which established a bold new take on the food truck concept for industry veteran Sal’s Pizza.