The company behind New York’s Morris Food Truck has undergone a rebrand to create a platform for growth that will allow it to spin out new brand ventures.
Founded in 2011 the New York-based grilled cheese truck has worked with design and branding agency Pearlfisher to establish Morris – the name of founder Mike Jacober’s great grandfather – as the company’s master brand to create a foundation for growth.
The identity has been created to evolve with each new offering and includes custom letterforms inspired by Russian constructivism, which maintain their shape across the range, but are free to adapt to match each new venture. A cohesive slogan “eatmor,” has been devised to help to tie the offerings together.
Pearlfisher creative director, Hamish Campbell commented on the new identity and design system: “The New York food scene is multifaceted, but not all the brands within it are as vibrant as Morris. Their differentiating factor is the great depth to what they offer, so it was essential that we capture this. By building an identity system that can flex across new ventures, we’ve captured their culinary creativity and enabled them to communicate their unique spirit to the world.”
Morris’s brand offerings now span The Morris Truck, Morris Test Kitchen, Morris Sandwich Shop, Morris Catering and several Morris installations and pop-ups around New York State.