The owners of the Cape Sea Grille, a successful white-tablecloth seafood restaurant in Harwich Port, approached us with a fun idea: create a brand identity for its new food truck. We hit the road running.

The name Salt Block (and the tagline, “food worth its weight”) refers to a time when salt was so valuable it served as currency. The name also played off the square-shouldered shape of the truck, and we took it one step further by creating a block-shaped logo. Custom-drawn illustrations balance the angular edges with rounder, organic forms that capture the farm-fresh foods featured on the menu. To really pop, we chose a cool palette of Cape Cod navy with eye-catching highlights of chartreuse and turquoise.

If you’re driving through Harwich Port, look for the Salt Block and grab a taco for us.