I love a simple plan, but know how very hard designers have to work to achieve simplicity. An example of this is the work of London and New York design studio, Pearlfisher on a NY food business called Morris.
Starting with a food truck in 2011, Morris made an unrivalled grilled cheese sandwich, putting the truck on the New York map. Expansion a few years later led to a test kitchen, sandwich shop, catering company and pop-ups. The resulting brand had to be multi-faceted and adaptable. The genius of the design is in the adaptation of six simple industrial letters to create a suite of sub-brands that are future proof, recognisable, coherent and just, well, perfect. The full project can be seen on Identity Designed.
Take a look.
