Aesthetic concerns about food trucks' exteriors are a new development, but the shift has been swift and dramatic. Branding a truck will never make up for inconsistent food, but James Moustafellos, associate director of the Center for Design+Innovation at Temple's Fox School of Business, says it helps. When he sends students out to assess North Philly's trucks, they continually point to Temple's Sexy Green Truck as a model. "They've created the strongest package," he says. "Everyone notices it because of the name, the branding — and the truck is bright green so you can't miss it."