This project entailed picking any food cart in New York and rebranding it. I chose a breakfast cart normally found near the main building of SVA in the morning. After speaking with the owner, I found that the cart had no specific name, but customers simply referred to the man as Sam. Thus, I called the cart "Sam's". Using inspiration from old subway graffiti and New Yorker vernacular, I created custom typefaces to reflect the boldness of graffiti, and covered the cart with thoughts and feelings New Yorkers have in the morning.
