After cooking in some of Paris and New York’s best restaurants, Mike Jacober became disillusioned with the accessibility of fine food. To address this, Jacober opened The Morris Truck in 2011, a food truck serving grilled cheese unlike any other. A few years later, Jacober wanted to expand Morris’s reach. In a market saturated with cookie-cutter offerings, Morris was an outlier with true expertise and a love for sharing great food. The question was how to create a foundation upon which their challenger brand could grow, shirking the one-dimensional expansion pattern of fellow food trucks and exposing the world to enriched food experiences.
Drawing on the familial heart of the brand — Morris is the name of Jacober’s great grandfather — we leveraged the brand’s Russian heritage to create a platform for growth. To maximize the brand’s uncapped potential for growth, we established Morris as the company’s master brand and created an accompanying system; all ventures are rooted in an enthusiasm for good food, culinary expertise, and a love for sharing the two through transformational but accessible food experiences.
As a foundation for the future, we developed a unique brand identity that could evolve with each new offering. Custom letterforms, inspired by Russian constructivism, maintain their shape across the range, but the nature of the mark is free to adapt to match each new venture. A cohesive secondary language, “eatmor,” helps to tie the offerings together.
Our creative director, Hamish Campbell comments, “The New York food scene is multifaceted, but not all the brands within it are as vibrant as Morris. Morris’s 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.”
With a revised strategy, identity and design system, our work for Morris has helped grow the entrepreneurial food truck into a multifaceted brand with multiple layers and room for growth. 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.
View more identity work on the Pearlfisher website.