How Do You Create A Brand For A Unique Place That Houses More Than 150+ Other Brands?
How Do You Create A Brand For A Unique Place That Houses More Than 150+ Other Brands?
SOMA StrEAT FOOD PARK (2015)
BRAND VOicE & WEB DESIGN
Background
SOMA StrEAT Food Park came to Plinth because they wanted a new website that would be easy for them to update. They ended up getting a new brand, a new voice, as well as a website that represented their true selves.
The SOMA StrEAT Food Park is the first permanent space in San Francisco that hosts a daily rotating line up of food trucks for lunch and dinner. They’ve taken the food truck meet-up to an exciting new level by adding themed covered seating areas like their “Barn” and “The Bus”. The park also features their permanent beer/wine truck, TV screens, Wifi, a sound system, and midway games.
Let’s Get Rolling
Let’s Get Rolling
The old website was clunky and was not optimized for mobile users
When they started first opened, the SOMA StrEAT Food Park hired a remote web developer to make their website. In the end, the developer became increasingly difficult to communicate with and it made updating the website a long and frustrating process.
The original site was static, strictly informational, hard to read, and failed to convey what the SOMA StrEAT Food Park was all about. We advised that re-designing their website was the perfect opportunity to create a brand that truly reflected who they were.
More Than An Outdoor Food Truck Gathering, It’s A Great Time.
More Than An Outdoor Food Truck Gathering, It’s A Great Time.
The SOMA StrEAT Food Park is so much more than just food and the brand needed to embody that. Food trucks with inventive treats, karaoke nights, watching sports together, whimsy seating areas and midway games made people go home with more than food, they went home with treasured memories.
“We wanted the park to be considered as one of the places when deciding on what to DO,
not just where to EAT.”
We re-positioned the SOMA StrEAT Food Park as a complete ENTERTAINMENT option. We wanted the park to be considered as one of the places when deciding on what to DO, not just where to EAT. We named this new position, the Culinary Carnival and Urban Playground.
The Ringleader. Get Whimsy Wid’ It.
The Ringleader. Get Whimsy Wid’ It.
Every brand needs a voice persona that embodies all it’s elements. We named the SOMA StrEAT Food Park’s new voice the Ringleader. We took inspiration from Willy Wonka, the genie in Disney’s Aladdin, and the ringmaster in Tim Burton’s movie Big Fish. The Ringleader is a warm, fun, guide to a world where possibilities are endless and magic still exists.
Extreme Site Makeover.
We built the new website so that it would be easy for the SOMA StrEAT Food Park to update and showcase the new brand direction which truly closely reflects the festive, dynamic nature of the park.
We art directed and added hand drawn illustrations (with the talented Jayde Fish) of whimsical characters to convey the fun and the uniqueness of the great times the park provides. We added a video featuring footage from the park’s events and food to showcase what a dynamic, wondrous place the park truly is. The old site was more static and informational.
Function As Well As From.
Plinth spent alot of time mapping out their booking flow to optimize the experience for their users and increase their revenue
The new website was responsive and optimized for mobile. Instead of a list of twitter handles to show what trucks were being featured, the featured trucks’ logos are listed and we added a search function so that users can find their favorite truck. We helped streamline the booking process by creating pages for each unique space with information, photos, suggestions for use and a form to inquire about booking.
