Sphinx & spices

mock study

'Get Trucked' is a dynamic new business cooperative set to revolutionise campus dining by bringing a diverse array of food trucks to universities across Australia, starting with Perth. Partnering with Curtin, UWA, and ECU, Get Trucked plans to debut with 30 unique food trucks, each helmed by a local chef specialising in global cuisines.

Among the exciting offerings will be a food truck dedicated to Egyptian cuisine, providing an authentic taste of Egypt and enriching the culinary landscape for university students. This research and analysis aims to explore the potential impact and opportunities for the Egyptian food truck within this vibrant new initiative.

CONTRIBUTIONS

‍style guide
graphic design
product design
social media

Skills

market analysis
customer research
Persona development
Adobe photoshop
high fidelity mockups

Challenge

Based on analysing the observational research conducted on campus and student surveys, university students demand more cuisine options in food trucks that meet their health needs and are budget friendly.

Considerations

01 How could we offer the best of Egyptian cuisine while keeping the prices reasonable for students?

02 What could we do with the service that makes us stand out against other food trucks on campus?

03 How do we appeal to students who have never tried Egyptian food before, without overwhelming them?

BRAND BLUEPRINT

Purpose Sphinx & Spices' purpose is to add a convenient and healthy food option to the campus food scene while introducing new flavours to students.

Vision The company’s long-term goal is to be the first choice of food at larger events and to sell ready-made, frozen meals from the truck, for students to buy and make at home to save precious time while keeping fed and fuelled.

Values Food made with fresh ingredients, consistent serving sizes to customers, fast service and a healthy variety

Target Market Our food truck is geared towards health-conscious and foodie students. For health-conscious students, we focus on offering fresh produce for all food groups, and customisable meals. Foodie students will appreciate the unique and tasty menu items that are perfect for the indecisive student.

Brand Personality The food truck embodies a vibrant, welcoming, and adventurous feel. It strives to create a joyful atmosphere with delicious Egyptian street foods that would make everyone feel at home, lifting your spirits and adding a touch of extra happiness to your day.

Brand Archetype
30% everyman means bringing freshly made, rich, authentic Egyptian food to comfort students.
‍
70% magician means transforming customers from feeling hungry and low on energy to happy and satisfied, ready to take on their day. Gives the customers an experience of Egypt.

Positioning It is the only Egyptian Food truck that offers DIY meals for students in Australian Universities who want healthier food options so they can feel nourished while being time efficient!

Points of Difference Sphinx & Spices stand out by offering healthy and unique menu items that let you try a variety of options in one meal. It’s also the only food truck on campus serving authentic Egyptian cuisine, and is extremely time efficient due to all items being prepared in batches at the start of the day.

RESEARCH & ANALYSIS PDF

design rationale

The Sphinx & Spices kit-of-parts is inspired by concept board 2 (as shown above in slide 5), utilising a mix of line work illustration and coloured, flat, graphics to make the brand feel more lively. I also used a thin outline for the font to emphasise the name even more against the drop shadow. Adding to the mystique of Egyptian mythology, I’ve opted to use a grey cat as the ‘mascot’ of the brand, and use a warm, gold colour for the cat's jewellery and eyes to symbolise the richness of Egyptian food and art. Meanwhile the font is inspired by the prevalence of Egyptian motifs in Art Deco, to lighten up the mood. The colour palette, influenced by concept 2, is made up of a gold/yellow ochre, dark grey, and a highly saturated, warm toned, red to draw attention to certain elements.

mockup development

impacts

Health conscious students feel good about their food choices at Sphinx & Spices and are being nourished, resulting in happier moods and increased focus.

‍Foodies have the opportunity to try a different cuisine without having to leave campus, and are able to sample many things in a short, 30 minute, study break!

reflection

I really enjoyed ideating what Sphinx & Spices could offer to university students as a studying student myself. Generally, most of the mock study cases aren't tackling specific issues on campus or for students, so it was interesting to find what students struggled with the most in terms of food on campus and how to solve those issues. Being a UX designer, most of the mock ups i create are for digital screens so it was refreshing to create mock ups for vehicles and packaging for once.

If time wasn't so limited, I would love to create an online ordering app for Sphinx & Spices that allows their customers to order anywhere they are, anytime, and get notified for when their food is ready for pick up, to avoid customers waiting long in crazy weather and to make the order/receiving process much more convenient.