Del Popolo

MD worked with SF’s Del Popolo to identify the business’ core values—honesty, simplicity, transparency—and to translate those into a visual identity and the design of a mobile pizzeria.[+]

Eschewing the typical white box with a graphic skin, the Del Popolo food truck is a mobile, configurable, transparent stage to perform the making of history’s most beautiful food: pizza. The truck is a converted shipping container reconfigured with hinged glass walls that can be opened to reveal the kitchen and its 5,000 lb. Neapolitan pizza oven; by revealing the cooking process Del Popolo proves the authenticity of its curbside artisanal baking.

With the addition of a brick-and-mortar restaurant, MD extended the restaurant’s brand into exterior signage, retail collateral, and apparel.

Truck Dimensions: 8 ft. x 20 ft. x 8.5 ft.

Photography: Matt Millman