• Transform magazine
  • November 30, 2022


Grilled cheese truck prepares for growth

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Street food markets and food trucks have become a fashionable and popular destination for foodie urbanites, meaning that there is big business potential for brands who do well in this space.

The Morris Truck, a New York-based grilled cheese truck, has opted for a new master brand and identity courtesy of Pearlfisher branding agency.

A considered brand strategy has prepared The Morris Truck for expansion and growth. Morris was established as the company’s master brand, and that now encompasses The Morris Truck, Morris Test Kitchen, Morris Sandwich Shop, Morris Catering and several installations and pop-ups in New York.

Pearlfisher had to identify what made Morris successful in the first place; its aim to make good food accessible to all, and make sure that the essence of this isn't lost as the brand continues to grow its business.

Also important to the Morris brand identity is its familial roots. Founder, Mike Jacober, named the original truck after his great grandfather, and the new design is heavily influenced by this Russian heritage. Pearlfisher has created custom letterforms, inspired by Russian constructivism, which can be applied and adapted across all new ventures to maintain brand consistency.

Pearlfisher creative director, Hamish Campbell says, “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.”