Agency: Nelson Schmidt
Client: Lumpia City
Project Title: Brand Evolution
Category: Visual Identity

The owners of the Lumpia City food truck enjoyed a loyal following from fans of their reimagined Filipino food staple (Think egg roll only smaller and filled with such goodies from mac & cheese to siracha pork). With demand growing greater than the truck could handle, they decided to pivot into selling online as well as wholesale to restaurants and bars. A move that precipitated the need for new branding and messaging. Leaning into the textures and bright colors that are often found in Filipino art, we created a new logo, package designs and a variety of marketing materials featuring a quirky Lumpia character. Within weeks of the rebrand, Lumpia City lured seven new wholesale partners and have attracted customers from Illinois to North Dakota.


Chief Creative Officer: Mike Fredrick
Senior Designer: Sarah Hand
Group Creative Director/Copywriter: Jeff Ericksen
Photographer: Andrew Feller

Other Submissions from Nelson Schmidt