Paycrave is an identity that needs to be inviting and appetizing. Food is a very personal thing and a user needs to have confidence that their source is reputable. Oranges, reds and greens were chosen for their association with food and ability to pair well with food photography. Additionally, the rounded corners, jewel tones and icon elements have a confectionary quality.
The logo was typeset in league gothic—an urban serif typeface that compliments the logo mark. The icon for Paycrave is simple and direct–a rounded fork/knife shield placed within a traffic sign. The icon for Paycrave is simple and direct–a rounded fork/knife symbol placed in a traffic sign-style shield. Paycrave’s identity is casual, but trustworthy so that users will feel secure in making payments and locating trucks in person.
Since food trucks are an urban hallmark, it was apparent that a wide variety of users needed to be considered. After taking a short survey, it was found that food truck enthusiasts wanted a clean app experience that was primarily about locating food in a timely manner.
Corey | Sound Mixer
Corey is a big fan of IPAs and plays in three bands on the weekend. He always forgets to make his own lunch. He is a high traffic food truck user. He wants an app that he can flip back and forth between options and keep easily accessible records/reviews for future reference and sharing with others.
Lara | Blogger
Lara doesn’t brag, but she’s a foodie. She goes out of her way to try the newest trucks on the map. However, she unfortunately has some allergies. Her main use for the app is to scan a large area and check to see what is available to recommend on her blog. She also wants to have the ability to write specific instructions on her order to avoid any hospital visits.
Jan | Teacher
She is a savvy 50 year old who teaches in the city and lives in the suburbs. Jan uses food trucks about 3 times a month and usually grabs something to take on the train back with her. She can’t miss her train since she has a family waiting for her at home. Her top priority is proximity and then, after that, she looks at the star ratings.
Bill | Food Truck Owner
Bill has been running his own food truck for 4 years. He may not use an app very often to find other trucks, but he cares very much about how his looks. He wants the menu and pricing to be clear. Good reviews, pictures, and star ratings are essential to keeping his business full of customers.