A collaborative effort between DePaul University’s Design for Client class and local entrepreneur, Brooks Modie, for a breakfast food truck business “B Line” in Chicago. Our team worked to establish the brand for B Line, create physical assets for the food truck, create advertising and launch day material, and develop a website and app service for the business. We determined that the visual aesthetic of the truck should shy away from sterile, overly flat and impersonal themes, and instead be modern and approachable, as seen in the LA food truck scene. Food illustrations and charcoal black are used to show a casual impression.