Fargo’s FX made the leap from bricks and mortar to wheels, streamlining their offering and dishing it up from a food truck at Birmingham’s booming A38 Last Exit site. Specialists in mouth-watering steaks and seriously good sandos (all at wallet-friendly prices), they’ve made the steak scene feel accessible for everyone.

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Their old branding, however, wasn’t quite keeping up with the new venture. Having already teamed up with Omran on his other project, Shokupan, we wanted to create a look and feel you simply wouldn’t expect from a steak brand. Step one: scope out the competition. A quick brand safari revealed a sea of tired reds, browns and “serious steakhouse” vibes. The gap? Something fresher.

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As all Fargo’s food is cooked from scratch, a green palette felt spot-on, nodding both to freshness and to their legendary chimichurri sauce (arguably the perfect steak sidekick). But a logo alone doesn’t make an identity. To stand out, we dug into the heritage of traditional butchers. Fun fact: the stripes on their aprons actually signify hierarchy and experience. Interesting, but overdone. So, instead, we turned to the very motion of slicing steak.

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We started with basic stripes, angled them like a cut of beef, then shifted them slightly apart, as you would when plating up a perfect slice. A simple move, but one that gave Fargo’s FX a distinctive identity with subtle meaning baked (or rather grilled) in. From there we expanded the system into secondary logos, merch mock-ups, staff kit and a full identity ready to roll out across future trucks.

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The result? Fargo’s FX now has a fresh new look to match its bold new chapter, and judging by the fact they’re popping up all over Birmingham, business is sizzling nicely.