You had me at grilled cheese. In 2011, Mike Jacober opened The Morris Truck to serve a grilled cheese unlike any other. Using techniques and ingredients that most people wouldn’t ever think to use, they strive to enrich the everyday eating of their consumers. Looking for a new brand identity that could look to the future with all of their offerings, The Morris Truck turned to London agency Pearlfisher.

“Drawing on the familial heart of the brand – Morris is the name of Jacober’s Great Grandfather – Pearlfisher leveraged the brand’s Russian heritage to create a platform for growth. To maximize the brand’s uncapped potential for growth, Pearlfisher established Morris as the company’s master brand and created an accompanying system for the brand; 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, Pearlfisher 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.”