The Moose Canoe concept is meant to embody the rugged, fun, and outdoorsy environment of Northern Minnesota. The actual food truck is meant to travel cabin country in Northern Minnesota during the summer months for special events. The Moose Canoe branding development was a major exploration in creating flexible brand assets and applying them to several deliverables. These elements included multiple logo lockups, multiple variations of repeat patterns, and other assets to communicate the brand language.
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