With a revised strategy, identity and design system, our work for Morris helped grow the entrepreneurial food truck into a multifaceted brand with multiple layers and room for growth.

In a market saturated with cookie-cutter offerings, Morris was an outlier with true expertise and a love for sharing great food. The challenge was how to create a foundation upon which their brand could grow beyond the current marketplace, exposing the world to enriched food experiences.

Pearlfisher Strategy created a holistic base rooted in the brand's enthusiasm for good food, elite culinary expertise, and a love for sharing the two through transformational but accessible food experiences. From there, Pearlfisher Design developed a brand identity that could evolve with each new offering and a cohesive secondary language to evoke the brand's heritage and legacy. The resulting system has allowed Morris to grow seamlessly from challenger food truck to New York institution.