Oaxaca on Wheels is a family owned food truck established in Los Angeles, California by two brothers, Genaro and Joel Cruz. They immigrated from Oaxaca Mexico, a culture where everyone cooks using only natural recipes. Upon their arrival in 2003, the Cruz borthers worked in Santa Monica restaurants, where they had the opportunity to learn all about the food industry. Their passion, attention to detail and quality of food is evident in each of their dishes. Growing up in a family-oriented culture, they are bound to treat every one of their guests as their own family. Experience the true taste of their hometown Oaxaca, Mexico by salivating in one of their delicious and tasteful dishes.

Given that the food truck is mainly located around West LA, we want to give the website a modern renovation, while still keeping that traditional “motherly” comfort food you would receive when visiting Oaxaca, Mexico. As a result, since the brand has been inconsistent throughout their media outlets, we would like to rebrand them to “Sabor Oaxaca,” which translates to “Flavors of Oaxaca.” This will allow for the brand to establish themselves as a traditional, yet flavorful food truck that ranges from a variety of dishes including tacos to mole, to even the most famous Tlayudas (aka “Oaxacan Pizza”). With these new updates, our goal is to position Sabor Oaxaca as your go-to food truck for any occasion, that be some late night-cravings to even catering for your special event.

There is no question that Los Angeles has become heavily gentrified, therefore, it is important for food trucks alike restaurants to learn to cater to the majority: millennials and gen-z (ages 16-34). Since millennials and gen-z’s are very much about simplicity and heavily savvy in technology, it is important to create a brand that has an easily understandable brand message. Through “instagramable” moments, such as food images, cute backdrops, and easy, yet eye catching websites, Sabor Oaxaca will be able to cater to this population of potential customers and has the ability to create much social buzz.

• What are 5-8 of your star dishes that you would like to be featured on the website (if any)?
• If you could include some of your customer reviews, which ones would you include?
• If you could rate your current website from 1-5 (5 being the best looking website) what would it be?

In order to bring Sabor Oaxaca to its full potential, it is important to find a color palette and establish a type hierarchy that will stay consistent throughout the site and its social media outlets. In addition, it is important to gather press information that can provide a sort of reputable stance, as we want to showcase that although there is a change in name, the food will always stay the same - delicious and flavourful!

A rebrand and redesign is a must for the current outdated website. We will bring consistency, without jeopardizing the traditional cultural aspect of the brand. It is important for the logo to be showcased clearly and boldly, as it will be a new name to customers’ eyes and ears. We will also need new high-quality photos of the food in order to create a mouth-watering effect on customers visiting the website.

• Tuesday, 7/7: Sitemap will be reviewed in order to agree upon the website layout and navigation pages.
• Friday, 7/17: Wireframes are essential in order to create a visual guide that represents the skeletal framework for your website.
• Tuesday, 7/21: We will review design comprehensiveness’ of your website in order for you to have a visual idea of how your site will be viewed on mobile devices, tablets, and desktop/laptop displays.
• Tuesday, 7/28: We will review and revise the design comprehensiveness after the first round of edits were implemented.
• Friday, 7/31: We will reveal the final website and review it together to ensure all elements and requirements were satisfied.