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In late 2015 Fresco was approached to design branding for a new Food Truck business called ‘The Shuck Truck’. The logo we created explores the idea of the skill and precision is shucking the perfect oyster. We have tried to capture the idea of this craftsmanship in a couple of different ways. The logo design features a hand drawn etching, similar to a linocut or wood cut illustration, of two oysters
and a traditional wood-handled shucking knife.
This represents tradition and skills being handed down from one generation to the next. This craftsmanship is echoed in the choice of typefaces; ‘The’ in a script font with artistic flourishes, contrasting nicely with the tall, open type of ‘Shuck Truck’. Use of an aqua green, often associated with the ocean/seaside/marine environments creates a bold, eye-catching palette when paired with the black.