B-Line Food Truck Branding

B-Line is a Chicago-based food truck that offers a rotating breakfast menu. Their food is anchored in flavorful ingredients sourced from local purveyors that use sustainable farming practices. B-Line was founded to bridge the gap between the health food scene and the convenience of catching a bite to eat at a food truck.


Parked in downtown Chicago, B-Line wanted to attract people rushing to grab breakfast on the way to work. We created an identity with a strong personality and a unique presence that captures attention and helps B-Line stand out from competitors. The visual language is driven by playful illustrations inspired by vintage produce stickers, a friendly color palette that draws from fresh, colorful ingredients, and a bold logo.

DESIGN: Miri Rusakov & Jeremy Reiger